The purpose of a Reception Area Survey is to collect useful information about your potential audience.  By carefully doing this survey, you can help to ensure that the broadcasts will reach the greatest number of people.   It should be completed before the Site Survey is undertaken.

Note:  Before starting a Reception Area Survey, the Survey Leader needs to know:

§         The layout of the city / Reception area (get a map)

§         The names of the broadcasting towers, or their locations (mark on map)

§         The names of the various TV stations, and which towers they use

§         The types of TV aerials / antennas used in the area (have clear photos of them)

Survey Leaders who do not know the city, should get the assistance of people who know it well.

 
Reception Area survey / evaluation

A correct survey or evaluation of the Reception (reception) area, is critically important to the success of the project.   The instructions which follow should be read a number of times to ensure correct understanding.

Reception Area evaluation should take a major portion of the time available and should be planned well in advance.

Our objective is to gain a very clear understanding of:

•  The types of antennas used (e.g. Indoor or outdoor)
•  The source, power and direction of existing broadcasts
•   Viewing habits of a representative sample of viewers across the entire Reception area

Survey method

We need to be careful to avoid making incorrect assumptions, as these will lead to incorrect conclusions.    Examples of assumptions which may NOT be correct.

1                     Everyone has a TV
2                     Everyone with an outside antenna has a TV
3                     Everyone with a TV has an outside antenna

The best way to find out people’s habits is to ASK THEM or very carefully observe them.    Avoid statements such as “I think viewers use this or that”, unless they come from a highly experienced person.

By driving along a few streets looking for antennas, it is possible to arrive at wrong conclusions.

 
Sampling techniques

            Market researchers have established that by surveying the habits of a small percentage sample of a population, they may obtain a very reliable indication of the habits of the entire population.   The challenge is to select the sample in such a manner that it is representative of the entire population.

There are various methods of sample selection: (Use any one or a combination)

a)  Use a telephone directory and call every 25^th person

b)  From a list of streets in the town, select every 10th street* Interview every 5^th household down one side of the street*

c)   From a map, subdivide the town into 10 or more zones.  Select every 5th street and interview every 5^th household down one side of that street.*

d)   Select a large store in each zone of a city, and interview every 5^th person leaving or entering the store over a period of 2 hours – doing interviews only every half-hour for 10 minutes.

Note:  It may be necessary to increase or decrease the frequency of sampling, depending on the size of town or the situation.  

*As a general rule, if no one is at home at selected house, go to the one next door.

Permission:  In some countries, the permission of the authorities may be needed to take up a survey.  If so, this should be obtained in writing and copies given to all team leaders

Language:  The survey form should be translated into the language of the Reception area.

Selection and training of survey team:

This survey could be taken up by young people, provided that they are carefully trained  and accurately record the responses.           

The volunteers to take up the survey should:
a)  Be able to speak clearly, have a friendly manner and smile

b)  Be able to write clearly on the forms

c)  Wear uniforms or identification of some type (e.g. Youth groups)

d)  Be drawn from each area if possible, so they know the area and are known in the area.   (The city / Reception area should be subdivided into about 6 – 10 areas)

e)  Each should try to interview at least 20 – 30 people, following the rules set out above

f)   Go out on a Sunday, if possible, when people are home

g)  Be trained how to greet people, to explain that they are taking up a TV survey, and assure people that their names & contact details (if given) will not be published.

 

See associated forms:  Obtain from techinfo(at)hopetv(dot)org

Form A1 – Interview Questions for Reception Area

Form A2 -  Summary of Interviews for Reception Area