Research

WHAT TO EXPECT FROM THE ESTABLISHMENT SURVEY

An Establishment Survey is a national survey which targets the general population to establish national ‘incidence’ of access to media.

  1. Do you know how many Kenyans watch television?
  2. Do you know how many Kenyans listen to radio?
  3. Do you know how many Kenyans read a newspaper and which one(s)?
  4. Do you know who uses the internet and what for?

 In fact, no one had an answer to these questions with any degree of accuracy until this was established by KARF in a survey conducted in February to March 2015. The 2015 National Media Establishment Survey has revealed the following top 10 critical information:

  • How many households in Kenya have a television set and other audio-visual devices?
  • How many people in Kenya watch television and listen to the radio on a daily and weekly basis?
  • Which television channels/ radio stations they watch/ listen to?
  • How do Kenyans watch television – on the big screen? On mobile devices?
  • Where do Kenyans watch television?
  • How many people read newspapers and magazines on a daily, weekly, monthly basis?
  • Which titles do they read?
  • Who uses the internet?
  • How often and what for?
  • How is the adult population segmented by socio-economic status (LSMs)?

Methodology


Study Approach

Face to face at household level

Target Age

12 Years Plus

Individual Selection

At the household, the respondent to be interviewed will be selected using the Kish Grid.

Sample Size

4314 Nationally Representative

Sample Design

A multi-stage, stratified, probability based on KNBS Sampling Frame (NASSEP V)

Data collection device

Interviewer managed CAPI devices with GPS tracking capability.

Media covered

Radio, TV, Print, Online

Key analysis variables

Age,  Gender, LSM, Topography, Rural/Urban

What to expect:

  • Snapshot report in Power Point format through a secured link
  • Raw Data delivered in your format of choice e.g. Telmar/Z-plan/Dash Board/PDF report/SPSS - compatible with media planning and optimization tools. Software for the said formats should be acquired from the specific supplier directly.
  • Mining and Analysing the data to specific requirements will be charged

CONTINOUS TRACKING SURVEY

Among the principal outcomes the survey aims to achieve includes the following:

  • To provide viewing and listening figures on a half-hour-by-half-hour basis for all the TV and radio stations;
  • To track inter-media consumption and the usage levels of different media namely:-
    • The radio reach – daily, weekly and monthly.
    • The TV reach - daily, weekly and monthly.
    • Newspaper read or paged
    • Magazines read or paged
    • Internet/Social Media usage
  • To track demographic profiles of users of the different media.

Methodology

Target market

Past 7 days media consumers

Target age

15 years and above

Sample size

3000 nationally representative

Mode

  • A fixed, quota based panel
  • Single source
  • “Technology based” data collection mobile

Recruitment

Panel recruited face to face, accurately profiled and VERIFIABLE. Face to face panel replacement recruitment

Media covered

Radio, TV, Print, Online

Data format

30 minutes blocks for TV, 30 minutes data collection breakouts for radio, yesterday readership for print and monthly for online

Key analysis variables

Age,  Gender, LSM, Topography, Rural/Urban