Each year, a Public Perceptions Report is completed which reports on New Zealander’s perceptions of local content, such as awareness and understanding of the role of NZ On Air, Statement of Intent indicators, and measures sources of music. It is a quantitative survey that uses Computer Assisted Telephone interviewing to randomly identify households and complete a 15 minute interview, resulting in a total of 500 respondents. This was followed by qualitative focus groups to understand the perceptions and reasons for the perceptions. Wherever possible, comparisons are made between results of this survey and previous NZ On Air quantitative surveys of the general public.
Purpose
The objectives of the Public Perceptions Research were as follows:
• To meet SOI reporting needs:
- The percentage of respondents that agree NZ On Air supports television programmes that are important to New Zealanders;
- The percentage of regular Access Radio listeners that agree Access radio delivers programmes and activities that are important to them;
- The percentage of respondents that support encouraging radio stations to play more New Zealand music.
• To assess New Zealanders’ perceptions of whether there is sufficient local content on radio and television.
• To determine how important New Zealanders perceive having local content on radio and television to be, and to determine why they think having local content is important (determining the perceived value of local content).
• To determine whether New Zealanders think there should be more local content on air.
• To determine which NZ On Air funded television programmes New Zealanders watch and enjoy the most.
• To determine how New Zealanders think NZ On Air funding should be spent.
• To determine the extent to which New Zealanders currently use new media (internet and mobile phone) to view local content. To determine the extent to which New Zealanders think NZ On Air should fund local content that would be shown exclusively on new media.
• To determine the extent to which New Zealanders think NZ on Air should fund local content shown on Pay to View television.
• To determine the extent to which New Zealanders watch, value and enjoy regional television.
• To determine the extent to which New Zealanders believe it is important to have programming for general audiences from a Māori perspective on mainstream television.
• To determine the extent to which New Zealanders perceive Access Radio is important (include an explanation of Access Radio).
• To determine where New Zealanders find out about new music and where they get their music fix from. Also, to determine the extent to which New Zealanders listen to radio on the internet.
Methodology
The quantitative survey used a Computer Assisted Telephone Interview (CATI) methodology. The population of interest for the research was all adult (18 years plus) New Zealanders. The sample was drawn randomly from throughout New Zealand using random digit dialling. The sample size was n=500. The margin of error for a value of 50% at the 95% confidence interval for a sample size of n=500 is +/- 4.4%. The survey was undertaken in December 2008.
The qualitative research used a focus group methodology. Each of the eight focus groups had six participants. The focus groups were undertaken in March 2009. The sample for the focus groups was as follows:
| Ethnicity | Age | Gender | Location | |
| Group One | Mixed | 18-24 years | Mixed | Wellington |
| Group Two | Mixed | 25-34 years | Female | Wellington |
| Group Three | Mixed | 35-44 years | Mixed | Rangiora |
| Group Four | Mixed | 45-60 years | Mixed | Christchurch |
| Group Five | Mixed | 18-24 years | Mixed | Auckland |
| Group Six | Mixed | 25-34 years | Male | Auckland |
| Group Seven | Samoan | Open | Mixed | Auckland |
| Group Eight | Māori | Open | Mixed | Auckland |
In this report some comparisons are made with quantitative research undertaken in previous years. Caution should be applied when considering these comparisons because of differences in approach, sample profile and timing between the 2008 research and research undertaken in previous years. The key differences follow:
• In 2008, interviewing was undertaken in November/December. From 1997-2007, interviewing was undertaken in May/June.
• In 2008, the average interview was around 15 minutes long and respondents were given an explanation of the role of NZ On Air. From 1997-2007 interviews were around 25 minutes and respondents were not told about the role of NZ On Air.
• In 2008, a small number of questions were asked in a follow up interview, undertaken about 10 days after the initial interview. Comparisons are not made with previous years (because of the differences in survey approach).
• In 2007, between 14% and 15% of the sample were aged 65 years plus. In 2008, 27% of the sample were aged 65 years plus.