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Urban Guatemala Survey Methodology
Survey Methodology for Face to Face Urban Survey in Guatemala
Field dates : July, 8th – July 13th 2009
Target Sample: Population 18 years of age and older living in Amatitlan, Chinautla, Fraijanes, Guatemala City, Mixco, Palencia, Petapa, San Jose del Golfo, Santa Catarina Pinula,San Jose Pinula, San Juan Sacatepequez, San Pedro Ayampuc, Villa Canales, Villa Nueva.
Number of completed interviews
We used the Voters Register from 2007, instead of the census which was not as recent (from 2000). There is no evidence that indicates any problem in using the voters register to prepare a sample for public opinion surveys.
Objectives of the study
To collect data on media use in general, foreign radio listening behaviour in particular, by existing and potential listener preferences, by means of a survey based on a sample representative of 700 of the population 18 years of age and older living in Amatitlan, Chinautla, Fraijanes, Guatemala, Mixco, Palencia, Petapa, San Jose del Golfo, Santa Catarina Pinula, San Jose Pinula, San Juan Sacatepequez, San Pedro Ayampuc, Villa Canales, Villa Nueva; Guatemala.
Description of the sample
Representative sample of 700 of the population 18 years of age and older living in Amatitlan, Chinautla, Fraijanes, Guatemala, Mixco, Palencia, Petapa, San Jose del Golfo, Santa Catarina Pinula,San Jose Pinula, San Juan Sacatepequez, San Pedro Ayampuc, Villa Canales, Villa Nueva; Guatemala.
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
Briefings on this survey
Based on comments from the interviewed people and the field work teams, there were a few important comments regarding the media in Guatemala. Some people did not know terms such as Blogs, I-tunes and Podcasts, but they used these services on the web. Others did not know these terms but they had used the internet to find information and entertainment The selection of the interviewee was a complicated by the “last birthday” technique. People were slightly distrustful of high insecurity levels among the country, mainly in the urban areas. People were slightly distrustful of interviewers and there was a general level of insecurity in revealing information to them. This presented a problem in the data gathering, and increased the total number of contacts attempts.
Sampling selection process and specifics
The sampling selection was selfweighting and a random selection was made in every stage. The sample just followed municipality and sex quotas (50% men and 50% women).
This is a simple explanation of the sample process:
- In the first phase 14 municipalities were selected, according to the characteristic of the “Municipality with the highest population in the country”
- In the second one the centers of localities.
- In third phase, blocks of dwellings and finally the private dwellings. In every house just one adult is selected. If there are several available adults in the house the one that celebrated his/her birthday most recently is chosen.
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 represents the 10% of the total population of 18+ at the 14 municipalities included on the study.
Population data vs. realized sample
Reasons of the weighting recommendation
Weighting was necessary to keep the real distribution of the population
The sample was weighted by age and education
Comparative table: Weighted sample vs. Unweighted
Coding and data entry procedures
The project didn’t have coding as all questions were closed. Data entry procedures are responsibility of interviewers.