Urban Colombia Survey Methodology

Survey Methodology for UrbanPhone Survey in Colombia (April- May 2009)

General Information

a. Field dates:  April 29th – May 10th, 2009
b. Target Sample:


c. Objectives of the study
To collect data on media use in general, foreign radio listening behaviour in particular, existing and potential listener preferences, by means of a survey based on a sample representative of 1.000 of the population 18 years of age and older  living in Bogotá, Medellín, Cali, Barranquila, Cartagena, Cúcuta, Bucaramanga and Ibagué, Colombia.

d. Description of the sample
Representative sample of 1.000 of the population 18 years of age and older living in Bogotá, Cali, Medellín, Barranquilla, Bucaramanga, Cartagena, Ibagué and Cúcuta.

f. Description of the questionnaire items

  • Media general habits to get news and information about current events (Television, Radio, Newspapers, The Internet, Friends or family members, International TV, International Radio, SMS (Text Messaging via mobile phone))
  • More important and reliable sources of information.
  • Frequency of radio listening and bands used
  • Communications devices at home
  • General opinion on public matters

Sampling selection process and specifics 

Identification of the target populations
i. Areas and/or groups included
Eight principal cities of Colombia: Bogotá, Cali, Medellín, Barranquilla, Bucaramanga, Cartagena, Cúcuta and Ibagué.

ii. Number of adults in the survey’s defined target population and the percent of adult population included and excluded from the sample.
Target population was defined between 18 and 60 years old. Population over 60 years old represent the 10% of the total population at 8 the cities included on the study.

Population data vs. realized sample
Population data
Absolute values


Percentages values

Realized sample
Absolute values



Percentages values



a. Reasons for recommending weighting
Waiting was necessary to keep the real distribution of the population

Variables employed
The sample was weighted by City, Gender, Socioeconomic Level (NSE) and age

Comparative table: Weighted sample vs. Unweighted
Absolute values-Unweighted


Percentages values-Unweighted

Absolute values -Weighted

Percentages values-Weighted

Coding and data entry procedures
The project didn’t have coding because all questions were closed. Data entry procedures are responsibility of interviewers.

Quality control measures
a. CATI operation supervision details and Back-check control details

Though all the field work there is a Quality Control procedure:

  • Daily productivity reports including number of dials, times of interviews and dropped interviewsMake sure of a proper application of the sampling plan in selecting respondents.
  • Random Monitoring: While the interviews the supervisor listens to the phone call and make sure the questionnaire is used properly. (Back-Check control). Around 10% of the work of each interview was witnessed by the supervisor.
  •  Re-contact by phone: To some finished interviews in order to make sure that the information given is consistent.

b. Data entry controls
On CATI interviews, the data is entry by the interviewer. Supervisor reviews 15% of the surveys to make sure no inconsistencies are encountered.