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LITHUANIAN MEDIA SURVEY 2008. Audronė Miškinienė Head of Public Relations division. STRATEGIC USER RELATIONS. Strategy 2005–2007: Objective: Improve & develop provision of information services & satisfy user needs Tasks: Launch free dissemination system & emphasise web-services

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Lithuanian media survey 2008
LITHUANIAN MEDIA SURVEY 2008

Audronė

Miškinienė

Head of Public Relations division

UN-ECE meeting, Warsaw


Strategic user relations
STRATEGIC USER RELATIONS

Strategy 2005–2007:

Objective:Improve & develop provision of information services & satisfy user needs

Tasks:

  • Launch free dissemination system & emphasise web-services

  • Introduce System of User satisfaction surveys

  • Calculate User satisfaction index (GUSI)

    Functioning.......

    Strategy 2008–2012:

    Objective:Develop System for evaluation of individual user needs

    Tasks:

  • Adjust to render individual services

  • Employ CRM to monitor user needs & maintain feedback with survey participants

  • Calculate GUSI for specialised user groups

  • Improve conditions for users of primary data (R & D)

    Ongoing..........

UN-ECE meeting, Warsaw


User satisfaction survey principles 2005
USER SATISFACTION SURVEY PRINCIPLES, 2005–....

Approach

Target groups

Questions

+ 1. General public

+ 2. Public administration institutions (inc. municipalities)

+ 3. Students & school children

+ 4. R&D community

+ 5. Media

6. Politicians

+ 7. Business

8. International org.

9. Embassies

10. NGOs

Survey objective

User-group surveyed

Periodicity

Survey programme, data collection means & form

Anticipated results & usage

Feedback with users & possible improvements

Regular CoP:

1. Clarity

2. Sufficiency

3. Reliability

4. Relevance

National interest:

5. Awareness

6. Quality

+ Other 4–5 depend on topicality of issues

UN-ECE meeting, Warsaw


O utsourced public opinion polls for g u si calculation
OUTSOURCED PUBLIC OPINION POLLS–FOR GUSI CALCULATION

1.GeneralPublicopinion poll 2005–2008

2.Specialised user group poll (2 a year on rotation, repeated in 2-3 years):

Public administration 2005 & 2008

R&D 2006

Schools & students2007 & 2008

Business 2007

Media 2008

Importance & impact on improvements

UN-ECE meeting, Warsaw


User satisfaction index
USER SATISFACTION INDEX

Based on CoP principles

Clarity

Sufficiency

Reliability / trust

Relevance

Based on national needs

Awareness, visibility

5 characteristics= GUSI

GUSI methodology & formula produced 2007, approved Jan. 2008

Calculated from replies to 5 regular questions inannual General Public opinion poll since 2005

UN-ECE meeting, Warsaw


ABOUT MEDIA SURVEY

Target group:Media employees using statistics in their work

Territory:LT

Survey period:July-August 2008

Objective: 1.Opinion on availability of statistics, quality, CoP-related principles & specific needs.2.CalculateGUSI

Method:CATI interview by professional interviewer

Sample:206 respondents. Quota sample central, local media & news agencies: Radio, TV, electronic, paper press, specialised magazines, etc.

Questions:standard questionnaire, constant questions to estimate user satisfaction index + quality perception + media specific

UN-ECE meeting, Warsaw


Breakdown
BREAKDOWN

UN-ECE meeting, Warsaw


Socio demographic characteristics
SOCIO – DEMOGRAPHICCHARACTERISTICS

N=206

Sex

Seniority in media

Age

Media

Position

Location

UN-ECE meeting, Warsaw

8

8


FREQUENCY OF USE

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9


RELEVANCE /IMPORTANCE (%)

*Galimi keli atsakymų variantai

UN-ECE meeting, Warsaw

10


STATISTICAL DOMAINS (%)

About

UN-ECE meeting, Warsaw

11


SOURCES OF STATISTICS (%)

UN-ECE meeting, Warsaw

12


SUFFICIENCY

UN-ECE meeting, Warsaw

13


CLARITY

UN-ECE meeting, Warsaw

14


RELIABILITY / TRUST

UN-ECE meeting, Warsaw

15


SL AWARENESS& VISIBILITY

UN-ECE meeting, Warsaw

16


STATISTICAL QUALITY RATING

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17


SLSERVICES RATING(%)

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18



NEED FOR SPECIALISED WEB CORNER

UN-ECE meeting, Warsaw

20



Key d evelopments
KEY DEVELOPMENTS

GUSI related:

  • User ranking of CoP characteristics to calculate weights for GUSI

  • Trade-offs between Accuracy vs. Timeliness, Accessibility vs. Timeliness, Relevance vs. Accuracy, etc.

  • NGOs & Embassies surveys 2009. General public opinion poll 2009

    Media related:

  • Reorganisation 1 July 2009, PR div. regain regional media, esp. Agro census (2010) & Population and Housing census (2011). Invoke interest of regional readers. Regional media monitoring

  • 6300 media coverage (excl. TV and radio) cases in 2008 - 1100 from regional (paper) media. Weight & needs of national media retain importance

  • Media training on website & DBs, definitions, cross-sectional data, Eurostat - every new generation journalists, new surveys & censuses. Brief course in stats for Institute of Journalism, Vilnius University

  • Individualised services: user-friendliness of website & DBs, analytical capacities of employees & journalists

  • Brainstorming on web media corner inviting media

  • Information & communication campaigns pinpointed - innovative ways & solutions based on survey results

  • Sufficiency: Press releases - links to actual web tables & info of other institutions

  • Repeated training (last done 2007) for SL employees on media relations

UN-ECE meeting, Warsaw


Thank you questions are welcome
Thank you.Questions are welcome

UN-ECE meeting, Warsaw


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