Public Survey on TVB Jade Solid Gold Music Awards 2014 (Selection Part 2)Back

Research Background

In May 2014, Television Broadcasts Limited commissioned the Public Opinion Programme (POP) at The University of Hong Kong to conduct this “Public Survey on TVB Jade Solid Gold Music Awards 2014”, which is another cooperation after the 2013 JSG Awards. There are altogether 3 rounds of surveys, while the current round is the Selection Part 2. The survey target is Cantonese-speaking citizens in Hong Kong of age 12 or above who have listened to local pop songs in the past 12 months. The survey was specifically designed to find out citizens’ favorite local pop songs among the 78 selected songs by voting.

The research design and survey questionnaire were designed independently by POP after consulting Television Broadcasts Limited, all fieldwork operations, data collection and analysis were also carried out independently by POP, without interference from any outside party. In other words, although the selected songs list was provided by the commissioning organization, POP was given full autonomy to design and conduct the survey, and POP would take full responsibility for all the findings reported herewith.

Research Design

POP Panel

“POP Panel” is a new way of sampling and survey system designed by POP, after making reference to the research designs of some research studies using panel study in other countries. It was started in the second half of 2013 and officially launched in 2014 as a new trend of social research. POP will recruit household members into the POP Panel by random sampling, then sample these household members into different research projects under this framework. All qualified members within a household will have the chance to be invited to enroll in particular research projects. The raw data of each survey will be weighted in accordance with the latest population statistics obtained from the Census and Statistics Department in order to increase the representativeness of figures.

As for opinion collection, POP will contact panel members through multiple channels so that citizens’ opinion on different topic can be efficiently and accurately collected to promote social development. Apart from traditional telephone interview, it also includes modern electronic media, such as online questionnaire, smartphone app, text messages, email, as well as facsimile, mail questionnaire and physical forum, etc.

Panel members will receive invitations to join various research activities from POP irregularly after enrollment in POP Panel which the initial validity is 1 year. Subject to availability of resources, incentives would be given to the respondents upon completing of survey each time as a token of appreciation.

Public Survey on TVB Jade Solid Gold Music Awards 2014 (Selection Part 2)

“Public Survey on TVB Jade Solid Gold Music Awards 2014 (Selection Part 2)” is the third POP Panel research project of the same type. The target population of this survey was Cantonese-speaking citizens in Hong Kong of age 12 or above who have listened to local pop songs in the past 12 months. It was conducted by self-administered questionnaire and telephone interview. POP invited citizens to enroll as POP Panel members by telephone, with panel members’ consent, POP then randomly selected one household member of each qualified household to participate in this survey. Invitation letter, ballot, background of study and voting rules were sent to the invited panel members by post or email. This survey mainly conducted by telephone interview, which were conducted by interviewers under close supervision. Interviewers recorded down panel members’ answers by phone and submitted the ballot for them. We also used online ballot to collect opinion, panel members can fill in the online ballot by logging in the survey website with unique password. Apart from online ballot and telephone interview, panel members can also participate in this survey by choosing to fill in the paper ballot, and then submit it to POP by mail, email or fax. A serial number was printed on the questionnaire for the issue of chasers and follow-up actions. The same panel member can vote repeatedly or change his/her answers within the survey period, but POP would only take the most recent record as a valid choice of songs.

The survey was conducted from December 5 to 18, 2014. A total of 1,179 ballots were received, out of the 1,293 invitation letters and ballots distributed (see Table 1). Amongst them, 121 were void as the voters’ identity could not be verified, 30 were invalid because of repeated submission. Another 16 were invalid because of zero songs or more than 20 songs selected. The final number of valid ballots was 1,012 (see Table 2). The response rate of this survey was 78.3%, calculated as the number of valid votes divided by the number of ballots distributed. For the overall sample, the sampling error of percentages is less than plus/minus 3.1 percentage points at 95% confidence level.

Table 1 Invitations and reminders information

Table 2 Submission channels of valid ballots