SURVEY METHODOLOGY
The survey employed a postal methodology, the most effective way of reaching this senior audience. The four page questionnaire covered readership of national and international publications, viewing of national and international TV channels, use of web sites and classification data.
The questionnaire was translated into eight languages with a total of 21 versions covering the relevant national media in each country. The table below shows the versions and languages used.
| English Language Questionnaires, | ||
|---|---|---|
| Americas | EMEA | Asia/Pacific |
| Canada | UK | Australia |
| USA | Belgium/Netherlands/Luxembourg | Hong Kong/Singapore/Malaysia |
| Denmark/Finland/Norway/Sweden | India | |
| Greece/Ireland/South Africa | Korea/Taiwan | |
| UAE | ||
| Local Language Questionnaires, | ||
| Brazil* | France | China |
| Mexico | Germany | Japan |
| Italy | ||
| Spain | ||
| Russia | ||
| Portugal* | ||
| Austria/Switzerland* | ||
| *A single version was used for Brazil and Portugal. Some Swiss titles were included on the French questionnaire for use in Geneva. | ||
The questionnaire was sent with appropriate national incentives and a personalised cover letter. At least one reminder was sent. Respondents in the UK and USA were offered the option of completing the survey online. The sample of 1126 represents a response rate of 19% with a total of one in nine of the 9,756 individuals represented by the survey having completed a questionnaire.
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