Detailed Information Areas

  • Household Demographics

    • Each household member’s age, gender, education, working status and relationship of household member with the Chief Wage Earner (CWE)
    • Identification of CWE and Housewife
    • Prosperity indicators such as Monthly Household Income (MHI) and New Socio-Economic Classification (NCCS)
  • Household Product Ownership

    • FMCG / Personal Grooming Products bought & consumed
  • Brand

    • Durable Ownership: Ownership and other details of key durable categories
      1. Types of durables owned
      2. No. of durables owned
      3. Intention to purchase
    • Subscription of print titles
    • Newspapers & magazines subscribed or brought home.
  • Media Consumption

    • TV viewership
      1. Frequency and recency of watching television
      2. Daypart viewership (weekdays & weekend)
      3. Genres viewed
      4. Channels watched yesterday / last 1 week
      5. Time spent on TV
      6. TV viewership by time slot
    • Newspaper / Magazines
      1. Frequency and recency of reading newspaper / magazine
      2. Newspapers / Magazines read yesterday / last 1 week
      3. Number of issues read in the last 1 week
      4. Time spent on press
      5. Source of copy
      6. Topics of interest
    • Radio
      1. Frequency and recency of listening to radio
      2. Channels listened to yesterday / last 1 week
      3. Time spent on radio
      4. Place of listening
      5. Device used to listen
    • Cinema
      1. Cinema viewership – No. of cinemas watched in past 6 months
      2. Type of theatre visited the last time (multiplex or single screen)
      3. Language of movies preferred
    • Internet access & usage
      1. Place of accessing internet
      2. Frequency
      3. Mode of accessing internet (dial-up, broadband etc.)
      4. Purpose of accessing internet
      5. Devices used to access internet
  • Attitude & Opinion: Dimensions to be arrived from the pre-pilot phase of the study

    • Individual’s own imagery
    • Imagery of the media vehicles consumed