COLLECTION PERIOD AND SAMPLE SIZE

Data for the Drive Time Data Trends Report for November 2004 was collected from 1,966 drivers at five (5) key locations across the island of Jamaica . This survey provides data on the listenership patterns of Drivers in the Corporate Area - Half Way Tree and Liguanea, and for those in the towns of Ocho Rios, Mandeville and Montego Bay . Data was collected over the period of October 28 to November 4, 2004 .

Corporate Area
Of the 1,015 drivers interviewed, 467 drivers were interviewed in Half Way Tree and 548 drivers were interviewed in Liguanea.

• Between 7:00 a.m. and 9:00 a.m. – 355 drivers
• Between 12:00 noon and 2:00 p.m. - 324 drivers
• Between 3:30 p.m. to 5:30 p.m. - 336 drivers

Ocho Rios
A total of 263 drivers were interviewed.

• Between 7:00 a.m. and 9:00 a.m. - 95 drivers
• Between 11:00 a.m. and 1:00 p.m. - 105 drivers
• Between 3:30 p.m. to 5:30 p.m. - 63 drivers

Mandeville
A total of 311 drivers were interviewed.

• Between 7:00 a.m. and 9:00 a.m. – 91 drivers
• Between 11:00 a.m. and 1:00 p.m. - 103 drivers
• Between 3:30 p.m. to 5:30 p.m. - 117 drivers

Montego Bay
A total of 374 drivers were interviewed.

• Between 7:00 a.m. and 9:00 a.m. - 162 drivers
• Between 11:00 a.m. and 1:00 p.m. - 124 drivers
• Between 3:30 p.m. to 5:30 p.m. - 88 drivers

HOW and WHERE THE DATA was COLLECTED

Half Way Tree
The morning and midday interviews were conducted at the intersection of South Odeon Avenue and Constant Spring Road , in the vicinity of Jamaica National Building Society. The evening interviews were conducted at the intersection of Hagley Park Road and Maxfield Avenue , in front of the Fire Station and beside Hagley Park Plaza .

Liguanea
The interviews for the morning, midday and evening sessions were all conducted at the intersection of Old Hope Road , Hope Road and Barbican Road in the vicinity of the Esso Gas Station, Photo Express and Sovereign Centre.

Ocho Rios
Interviews were conducted at the intersection of Main Street and James Avenue in the vicinity of the clock tower during the first hour of the morning, midday and evening periods. During the second hour of each time block, interviews were conducted at the intersection with the Ocho Rios Bypass.

Mandeville
The interviews for the morning, midday and evening sessions were conducted at the intersection of Main Street & Caledonia Road during the first hour of the morning, midday and evening periods. Interviews were conducted at the intersection of Caledonia Avenue , Ward Avenue and Manchester Avenue during the second hour of each time period.

Montego Bay
Interviews were conducted at Sam Sharpe Square in the vicinity of the Post Office for the first hour of the morning, midday and evening session. During the second hour of each time block, interviews were conducted at the West Green intersection.    

SURVEY INSTRUMENT
The Drive Time Data Trends Report is generated from responses to the following questions:

• Time of day
• Media option in use
• Age group and gender of Driver
• Type of Music being played if listening to a CD or Cassette