“Living Cities” Survey in Hong KongBack

Research Background

In August 2016, Grosvenor Asia Pacific Limited commissioned The Public Opinion Programme (POP) at The University of Hong Kong to conduct this “Living Cities” Survey in Hong Kong. The survey targeted at Cantonese-speaking citizens of Hong Kong of age 18 or above. The main objective of the survey was to find out the happiness level and identify the perceived attributes to a great neighborhood and to gauge views on Hong Kong as a living city by Hong Kong citizens.

The research instrument used in this study was designed entirely by the POP Team after consulting Grosvenor Asia Pacific Limited. Fieldwork operations and data analysis were also conducted independently by the POP Team, without interference from any outside parties. In other words, although POP has sought opinion from the commissioning organization regarding the questionnaire design, 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 telephone interviewers under close supervision. All data were collected by interviewers using a Web-based Computer Assisted Telephone Interview (Web-CATI) system invented in-house by the research team, which allowed real-time data capture and consolidation. To ensure data quality, on top of on-site supervision and random checking, 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 the 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 29 August to 15 September, 2016. A total of 1,006 Hong Kong residents of age 18 or above were successfully interviewed. The response rate of this survey was 68.1%, and the standard sampling error for percentages based on this sample was less than 1.6 percentage points. In other words, the sampling error for all percentages using the total sample was less than plus/minus 3.2 percentage points at 95% confidence level.

To ensure representativeness of the findings, the raw data of the survey 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. Figures in the report are based on the weighted sample.