Caribbean Development Strategies (cds)
conducted an Audience Measurement Survey -- the cds
Media Trace -- throughout Trinidad & Tobago during the
period May to June 2006. The final report was presented
during the first week of June – strategically timed to
allow for media planning during the 2006 FIFA World Cup.
The media survey encompassed respondents
within every municipality in Trinidad as well as each
parish in Tobago. The total sample size was 2,300
households, and this sample was stratified to reflect
the demographic structure of Trinidad and Tobago (in
terms of sex, ethnicity, age, income).
Based on the sample size, the survey has
a 95% Confidence Interval with a +/- 4% Margin of Error.
The benefits to be had from purchasing
the cds Media Trace Report are:
1. Purchasers have the benefit of two
complimentary sources of data: the Questionnaire and the
Diary. The information derived from the face-to-face
interview and recorded in the questionnaire also serves
as a validation of the entries made by each respondent
in his or her diary.
2. The entire process has been opened up
for scrutiny and validation by creating an interface
made possible through our methodology. The unique
identifier for each of the completed questionnaires and
correlating diaries is the respondents' telephone
contact number. This allowed us to perform a 10%
internal audit to ensure authenticity of the data
collected. Purchasers will have this capacity available
to them also.
3. The Diary format used, records the
various types of media consumption of each respondent
for twenty-four hours per day over a consecutive
fourteen day period. This gives a holistic view of the
behaviour of each consumer in terms of reasons as to why
they subscribe to particular media sources during
particular periods.
4. The prices we offer for this
information are very competitive when compared to the
options being offered by previous providers of this type
of information.
5. cds is able to deliver according to
critical deadlines that convey the best possible benefit
to the stakeholders within the industry that we are
testing. Quality and punctuality are at the centre of
our methodology and approach to market research.
