Survey on Public’s Drinking Habit and Awareness of the Health Consequence Associated with AlcoholBack

| Research Background | Research Team Members | Contact Information |

| Research Design | Questionnaire | Frequency Report |


Research Background

In December 2010, The Hong Kong Liver Foundation commissioned the Public Opinion Programme (POP) of The University of Hong Kong to conduct this “Survey on Public’s Drinking Habit and Awareness of the Health Consequence Associated with Alcohol” targeting Cantonese-speaking Hong Kong citizens aged 18 or above. The objectives of the survey were to understand the public’s drinking habit and their awareness of the health consequence associated with alcohol.

The research instrument used in this study was designed entirely by the POP Team after consulting The Hong Kong Liver Foundation. Moreover, fieldwork operations, data collection and data analysis were conducted independently by the POP Team, without interference from any party. 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 Team Members

Research Directors :
Project Manager :
Project Executive :
Data Analyst :

CHUNG Ting-Yiu Robert

PANG Ka-lai Karie

LEE Wai-kin Frank and
KWOK See-miu Anne

TAI Chit-Fai Edward

Survey date

:

19-26 January 2011

Target population

:

Cantonese-speaking Hong Kong citizens aged 18 or above

Survey method

:

Random telephone survey conducted by real interviewerss

Sampling method

:

The contacts were first drawn randomly from the residential telephone directories as “seed numbers”, from which another set of numbers was generated by computer to produce the final telephone sample.  When contacts were successfully established with a target household, one target respondent was selected using the “next birthday rule”.

Sample size

:

516 successful cases

Effective response rate

:

74.6%

Standard error

:

Less than 2.2% (i.e. at 95% confidence level, the maximum sampling error of all percentages should be no more than +/-4.5 percentage points)


Research Design

This was a random telephone survey conducted by real interviewers under close supervision. All data were collected by our interviewers using a Computer Assisted Telephone Interview (CATI) system 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.

 

To minimize sampling bias, telephone numbers were first drawn randomly from the residential telephone directories as “seed numbers” from which another set of numbers was generated using the “plus/minus one/two” method, in order to capture the unlisted numbers. Duplicated numbers were then filtered, and the remaining numbers were mixed in random order to produce the final telephone sample.

 

Target respondents of the study were Cantonese-speaking population of Hong Kong of age 18 or above. When telephone contact was successfully established with a target household, only one qualified person from the household was selected using the “next birthday rule”. The official fieldwork was conducted during the period of January 19 to 26, 2011. A total of 516 qualified local citizens were successfully interviewed. The overall response rate was 74.6% (Table 2), and the sampling error for percentages was less than 2.2%. In other words, the sampling error for all percentages was less than plus/minus 4.5 at 95% confidence level.

 

To ensure representativeness of the findings, the raw data collected have been weighted according to provisional figures obtained from the Census and Statistics Department regarding the gender-age distribution of the Hong Kong population in mid-year 2010. All figures in this report are based on the weighted sample.



Questionnaire (Chinese pdf format only)

Frequency Report (Chinese pdf format only)

| Research Background | Research Team Members | Contact Information |

| Research Design | Questionnaire | Frequency Report |