LITHUANIAN MEDIA SURVEY 2008

2009-05-14

UN-ECE meeting, Warsaw www.stat.gov.lt

LITHUANIAN MEDIA SURVEY 2008

Audronė

Miškinienė

Head of Public Relations division

2009-05-14


STRATEGIC USER RELATIONSStrategy 2005–2007:

Objective: Improve & develop provision of information services & satisfy user needs

Tasks:

Launch free dissemination system & emphasise web-services

Introduce System of User satisfaction surveys

Calculate User satisfaction index (GUSI)

Functioning.......

Strategy 2008–2012:

Objective: Develop System for evaluation of individual user needs

Tasks:

Adjust to render individual services

Employ CRM to monitor user needs & maintain feedback with survey participants

Calculate GUSI for specialised user groups

Improve conditions for users of primary data (R & D)

Ongoing..........

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USER SATISFACTION SURVEY PRINCIPLES, 2005–....

+ 1. General public

+ 2. Public administration institutions (inc. municipalities)

+ 3. Students & school children

+ 4. R&D community

+ 5. Media

6. Politicians

+ 7. Business

8. International org.

9. Embassies

10. NGOs

1. Survey objective

2. User-group surveyed

3. Periodicity

4. Survey programme, data collection means & form

5. Anticipated results & usage

6. Feedback with users & possible improvements

Target groups QuestionsRegular CoP:

1. Clarity

2. Sufficiency

3. Reliability

4. Relevance

National interest:

5. Awareness

6. Quality

+ Other 4–5 depend on topicality of issues

Approach

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OUTSOURCED PUBLIC OPINION POLLS – FOR GUSI CALCULATION

1. General Public opinion poll 2005–2008

2. Specialised user group poll (2 a year on rotation, repeated in 2-3 years):

Public administration 2005 & 2008

R&D 2006

Schools & students 2007 & 2008

Business 2007

Media 2008

Importance & impact on improvements

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USER SATISFACTION INDEX

Based on CoP principles

Clarity

Sufficiency

Reliability / trust

Relevance

Based on national needs

Awareness, visibility

5 characteristics = GUSI

GUSI methodology & formula produced 2007, approved Jan. 2008

Calculated from replies to 5 regular questions in annual General Public opinion poll since 2005

2009-05-14


Target group: Media employees using statistics in their work

Territory: LT LT

Survey period: July-August 2008July-August 2008

Objective: 1. Opinion on availability of statistics, quality, pinion on availability of statistics, quality, CoP-related principles & CoP-related principles & specificspecific needs. needs. 2.2. CalculatCalculatee GGUUSISI

Method: CATI interview by professional interviewerCATI interview by professional interviewer

Sample:Sample: 206 respondents. Quota sample central, local media & news agencies: Radio, TV, electronic, paper press, specialised magazines, etc.

Questions: standard questionnaire, constant questions to estimate user satisfaction index + quality perception + media specific

ABOUT MEDIA SURVEY

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BREAKDOWNMedia Region/ type Number of questionnaires

TV 1. 5 National channels 2. 10 Regional channels (county, municipality)

1. 1 news service & 1 specialized outlet in each2. 2 in each

Radio 1. 5 National stations 2. 5 Regional stations (county, municipality)

1. 1 news service & 1 specialized outlet in each2. 1 news service & 1 specialized outlet in each

News agency

1. Lithuanian agency2. Representation of foreign / international agency

1.BNS, ELTA, 2 in each2. Reuters, Bloomberg, Interfax, AFP, 1 in each

Internet media

8 major national 2 in each

Newspaper 1. 6 National2. 10 Regional / county3. Regional / municipality

1. 3 in each2. 2 in each3. 1 in each municipality

Magazine 1. 5 National weeklies2. Specialized weekly, monthly, quarterly

1. 2 in each2. 2 in each of topics – finance, real estate, business, tourism, education, agriculture; official journals – 1 in each.

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88

23

42

58

19

32

14

15

4

8

47

12

261 to 5

5 to 10

10 to 16

16 and over

TV

Radio

News agencies

Internet portals

Newspaper

Magazine

National

Regional

40

60

2

10

29

31

21

8

1

61

37

Male

Female

Under 25

26-34

35-44

45-54

55 and over

N/ N

Editor-in-chief,editor

Journalist

Other

SOCIO – DEMOGRAPHIC CHARACTERISTICS

Sex

Age

Position

Seniority in media

Media

Location

N=206

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9

FREQUENCY OF USE

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RELEVANCE /IMPORTANCE (%)

10

*Galimi keli atsakymų variantai

82

81

2

2

62

68

69

69

69

71

76

Journalists - inform society

Population - understandsocial-econ. situation

Business – planning

Politicians – decisionmaking

Population – justinteresting

Public administration -planning & decisions

Students and R&D – tasks& analysis

Population – personal &household plans

Farmers – planning

Other

No idea

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0,5

9

52

53

69

67

54

56

58

61

62

65

65

65

67

67

Key country indicators

Prices

Unemployment / employment

Economic dev.

Earnings

Population (number, age)

Business

Own region social & economic dev.

Education

Health & social care

Agriculture

Jurisdiction

Imports / exports

Comparable stats of other countries

Other

No idea

STATISTICAL DOMAINS (%)

11

About

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60

57

11

5

9

13

33

Internet search engines (e. g.Google)

SL website (www.stat.gov.lt)

Direct tel., email, fax

SL publications

Eurostat DB

SL Library

Other

SOURCES OF STATISTICS (%)

12

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13

SUFFICIENCY

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14

CLARITY

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15

RELIABILITY / TRUST

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16

SL AWARENESS & VISIBILITY

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17

STATISTICAL QUALITY RATING

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12

11

10

9

8

6

4

3

3

1

39

42

40

27

29

40

16

18

13

13

13

9

20

11

8

19

5

13

6

4

1

34

38

28

51

54

33

74

66

78

81

1

1

1

1

1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Press releases

General service culture

Website

Email replies

Tel. replies

DB

Subscription

Publications

Library

Eurostat user support

Very good Good Satisfactory Bad Very bad N/ N

SL SERVICES RATING (%)

18

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19

NEED FOR STATISTICAL KNOWLEDGE / LITERACY RAISING

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20

NEED FOR SPECIALISED WEB CORNER

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USER SATISFACTION LEVEL BY USER GROUP

Annual general opinion poll

Characteristics

2005 2006 2007 2008 R&D comm. 2007

Business comm. 2007

Media 2008

Public admin. 2008

Clarity 55.0 59.0 56.0 62.0 79.0 63.0 91.7

Sufficiency 45.0 56.0 79.0 92.0 56.0 60.0 44.7 78.0

Reliability 28.5 37.7 34.6 33.5 51.0 55.3 60.6

Relevance 77.7 83.3 74.6 70.7 93.1 98.2

Awareness / visibility 61.4 62.0 71.4 73.8 94.0 98.6 97.5

General customer General customer satisfaction levelsatisfaction level (5) (5) 53.553.5 59.659.6 62.962.9 66.366.3 70.9 85.2

Quality perceptionQuality perception 45.245.2 45.545.5 68.668.6 46.046.0 62.0 89.7

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KEY DEVELOPMENTSGUSI related: User ranking of CoP characteristics to calculate weights for GUSI

Trade-offs between Accuracy vs. Timeliness, Accessibility vs. Timeliness, Relevance vs. Accuracy, etc.

NGOs & Embassies surveys 2009. General public opinion poll 2009

Media related:

Reorganisation 1 July 2009, PR div. regain regional media, esp. Agro census (2010) & Population and Housing census (2011). Invoke interest of regional readers. Regional media monitoring

6300 media coverage (excl. TV and radio) cases in 2008 - 1100 from regional (paper) media. Weight & needs of national media retain importance

Media training on website & DBs, definitions, cross-sectional data, Eurostat - every new generation journalists, new surveys & censuses. Brief course in stats for Institute of Journalism, Vilnius University

Individualised services: user-friendliness of website & DBs, analytical capacities of employees & journalists

Brainstorming on web media corner inviting media

Information & communication campaigns pinpointed - innovative ways & solutions based on survey results

Sufficiency: Press releases - links to actual web tables & info of other institutions

Repeated training (last done 2007) for SL employees on media relations

2009-05-14


Thank you.Questions are welcome

LITHUANIAN MEDIA SURVEY 2008

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