The NHK Monthly Report on Broadcast Research
Online ISSN : 2433-5622
Print ISSN : 0288-0008
ISSN-L : 0288-0008
Exploring Better Survey Methods for the Rating Survey on Young Children’s TV Viewing
An Experimental Internet Survey Based on Random Sampling from the Basic Resident Registers
Akiko HoshiYoko Watanabe
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Keywords: NHK, HDD, DVD, PC

2018 Volume 68 Issue 2 Pages 38-52


The Rating Survey on Young Children’s TV Viewing has been annually conducted since 1996 (except for 2004) by mail survey method. As the survey’s response rates have been gradually declining, we are exploring effective methods to secure and increase the response rates. We have come up with a survey design that uses conventional random sampling from the Basic Resident Registers and postal delivery of survey request, along with the internet collection of responses, which is named “postal-request and web-collection method (hereinafter called ‘web method’).” In hope to improve the response rates with this method, we conducted an experimental web method survey twice, in 2016 and in 2017. We studied the response rates of two groups; one that received “preoffering” incentives and the other that received “promised” incentives. The group with “preoffering” incentives in this experimental survey showed higher response rate than in the conventional mail survey. It is also revealed that many people used smartphones to access the web method survey and that app users entered answers more frequently than non-app users. The sample composition of the web method survey was almost the same as that of the mail survey, but the result of the experimental survey observed a slight difference in demographics of parents that answered the survey. Regarding TV viewing behavior, some results, such as time slots that received high ratings, were almost the same as those in the mail survey, but average viewing hours are shorter in the web method survey.The experiment indicates that the web method survey can be effective in increasing response rates as well as acquiring more accurate data and measuring more specific TV viewing behavior by refining the method. With an eye on the transition to the web method survey, we continue to study the feasibility of the new method in order to grasp young children’s media use more accurately.

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