COLLECTION PERIOD AND SAMPLE SIZE
Data for the Drive Time Data Trends Reportfor June 2006 was collected from 3,993 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 May 29 to June 15 2006.
Corporate Area
Of the 1,840 drivers interviewed, 881 drivers were interviewed in Half Way Tree and 959 drivers were interviewed in Liguanea.
- Between 7:00 a.m. and 9:00 a.m. 768 drivers
- Between 11:00 noon and 1:00 p.m. - 560 drivers
- Between 4:00 p.m. to 6:00 p.m. 510 drivers
Ocho Rios
A total of 625 drivers were interviewed.
- Between 7:00 a.m. and 9:00 a.m. - 157 drivers
- Between 11:00 a.m. and 1:00 p.m. - 216 drivers
- Between 4:00 p.m. to 6:00 p.m. 252 drivers
Mandeville
A total of 446 drivers were interviewed.
- Between 7:00 a.m. and 9:00 a.m. 153 drivers
- Between 11:00 a.m. and 1:00 p.m. - 152 drivers
- Between 4:00 p.m. to 6:00p.m. - 141 drivers
Montego Bay
A total of 1082 drivers were interviewed.
- Between 7:00 a.m. and 9:00 a.m. – 260 drivers
- Between 11:00 a.m. and 1:00 p.m. - 194 drivers
- Between 4:00 p.m. to 6:00 p.m. – 318 drivers
HOW and WHERE THE DATA was COLLECTED
The respondents were approached while they waited for the traffic light to change to green. This provided the interviewers with adequate time within which to conduct the interviews. The locations that were selected were used because of the heavy volume and variety of traffic that they accommodate on a daily basis.
Corporate Area
Data was collected in the Half Way Tree and Liguanea areas of Kingston.
Half Way Tree
The morning and Afternoon 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, Afternoon 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, Afternoon 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, Afternoon and evening sessions were conducted at the intersection of Main Street & Caledonia Road during the first hour of the morning, Afternoon 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, Afternoon 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
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