Survey on Donation Culture and Policy DonationBack

Research Background

LUA Foundation commissioned Public Opinion Programme at The University of Hong Kong in 2016 to conduct this survey on 11 to 18 July 2016 with 508 Cantonese-speaking Hong Kong citizens aged 18 or above. The goal is to gauge people’s views on donation culture and policy donation.

The research instrument used in this study was designed entirely by the POP Team after consulting LUA Foundation. Fieldwork operations and data analysis were also conducted independently by the POP Team, without interference from any outside parties. In other words, 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

Telephone interviews were conducted by interviewers under close supervision. All data were collected by our interviewers using a Computer Assisted Telephone Interview (CATI) system invented by the research team which allowed real-time data capture and consolidation. To ensure data quality, on top of on-site supervision, voice recording, screen capturing and camera surveillance were used to monitor the interviewers' performance.

Telephone numbers were randomly generated using known prefixes assigned to telecommunication services providers under the Numbering Plan provided by the Office of the Communications Authority (OFCA). Invalid numbers were then eliminated according to computer and manual dialing records to produce the final sample.

The target population of this survey was Hong Kong residents aged 18 or above who spoke Cantonese. After telephone contact was successfully established with a target household, one eligible person was selected using “next birthday rule” for the interview. Telephone interviews were conducted during the period of 11 to 18 July, 2016. A total of 508 Hong Kong residents of age 18 or above were successfully interviewed. The response rate of this survey was 72.4%, and the standard sampling error for percentages based on this sample was less than 2.2 percentage points. In other words, the sampling error for all percentages using the total sample was less than plus/minus 4.4 percentage points at 95% confidence level.

To ensure representativeness of the findings, the raw data collected have been rim-weighted according to provisional figures obtained from the Census and Statistics Department regarding the gender-age distribution of the Hong Kong population in 2015 year-end and the educational attainment (highest level attended) distribution collected in the 2011 Census.