Viewership Survey - 2007

During the period April 24 – April 30, 2007, 601 completed interviews were conducted by telephone survey. Interviews were administered to a sample of Bright House Networks and Verizon cable subscribers in the city of Tampa, Florida drawn at random from active residential phone numbers.

The telephone interviews were conducted utilizing computer assisted telephone interviewing and data collection methods with trained, professional telephone interviewers and validated by on-site supervisors.

The survey was designed to allow for analysis of the entire sample and also to allow for analysis of various subsets of the sample. Cross tabulation analysis was also conducted utilizing various demographic information provided by the respondents.

The margin of error for city wide analysis using a random sample of this type and size is approximately 4% at the 95% level of confidence, meaning that in 95 out of 100 cases, the responses indicated will be within +/-4% of the responses if the entire universe (all Bright House and Verizon cable subscriber households in the city of Tampa with a residential phone) were interviewed. The margin of error for analysis of any sub-samples will be greater.

As with all survey research, when reviewing these data, care must be taken to draw inferences only to the universe sampled, specifically, households in the city of Tampa that are subscribers to the Bright House Networks or Verizon cable TV system.

It is also important to note that the very nature of survey research is such that respondents' opinions and attitudes, while statistically valid within the margin of error quantified above, are measured at a particular point in time, similar in concept to a photographic "snapshot." As a respondent's information, knowledge and field of reference change so, too, may the respondent's opinions and attitudes regarding the subjects and areas tested. It is, therefore, useful and valuable to undertake future comparative measurements to get a more complete longitudinal picture of the sample universe and to use a variety of research methods or “tools” to gain a more in depth understanding of opinions and attitudes.

Finally, all interviews were inspected and the data electronically transferred to allow for computerized statistical analysis, graphics and table production.
 

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