Ofcom Case Study
Working for Holden Pearmain we recently conducted a high profile survey to be used by Ofcom.
This was a willingness to pay study in relation to television viewing. It involved 2,000 CAPI interviews across the UK. The questionnaire contained some basic Gabor Granger exercises to assess willingness to pay.
The sample was representative of UK adults aged 16+ and, in order to achieve this, a stratified sample was required. We split the sample geographically by region. We also split the sample by urban vs rural and by deprivation levels. We ensured at least 300 interviews per nation and across five pre-defined ethnic minority groups we ensured that we interviewed at least 100 per group.
