| Abstract | |
| Survey Number | 1101 |
| Survey Title | The Public Opinion Survey "The Japanese and Television", 2010 |
| Depositor | Public Opinion Research Division, NHK Broadcasting Culture Research Institute |
| Restriction of Use |
For detailed information, please refer to 'For Data Users' on the SSJDA website.
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| Educational Purpose | Available for both research and instructional purposes. |
| Period of Data Use Permission | One year |
| Access to Datasets | Download |
| SSJDA Data Analysis | Not available |
| Summary |
This survey was conducted by the NHK Broadcasting Culture Research Institute in March 2010. The purpose of this survey is to regularly measure the attitude and behavior of people with respect to television. It is a national public opinion survey that has been conducted every five years since 1985. This survey is the 6th such survey. The year of the first “Japanese and Television Survey,” 1985, was a period when decline in time people spent watching television became an issue. One of the initial objectives of this survey was to comprehend the background of this phenomenon. In the second half of the 1980s, however, time spent watching television began to increase, with the tendency to watch television for many hours, continuing to this day. On the other hand, there have been significant changes such as satellite broadcasting, multiple channels due to CATV, and the diffusion of the Internet, in the state of media, including television, since the first survey 25 years ago. For this reason, the question items were completely revised in the 2010 edition of the survey. Further, on the occasion of changing the questionnaire form, the survey method was changed from the previous face-to-face interview format to a distribution and collection method, which was expected to have a relatively higher level of validity. However, if the survey method had been changed, it would not have been possible to compare the results with the past results. Therefore, to make a time-series comparison, the survey was conducted through face-to-face interviews using the same questions as before but with a reduced number of sample (1,800 people). (The data of the face-to-face interviews are not provided.) Primary survey content is as follows (see also major survey items below) (1) Attitude toward television and viewing behavior (2) Attitude toward all media including television and behavior regarding them |
| Data Type | quantitative research: micro data |
| Universe | People aged 16 and older in Japan |
| Unit of Observation | Individual |
| Sample Size | Number of valid responses: 2,710 people, valid response rate: 75.3% |
| Date of Collection |
2010-03-06 ~ 2010-03-14 2010/03/06 (Saturday) – 03/14 (Sunday) |
| Time Period |
2010 ~ 2010 |
| Spatial Unit | Japan Japan |
| Sampling Procedure | Probability: Stratified Probability: Multistage Two-stage stratified random sampling using the Basic Resident Register: 3,600 people (12 people × 300 locations) |
| Mode of Data Collection | Self-administered questionnaire: Paper Distribution and collection method |
| Investigator | Public Opinion Research Division, NHK Broadcasting Culture Research Institute, survey carried out by Central Research Service, Inc. |
| DOI | 10.34500/SSJDA.1101 |
| Sponsors (Funds) | |
| Related Publications (by the Investigator) | 【 Questionnaire 】 【 Frequency Tables 】 |
| Related Publications (based on Secondary Analysis) | List of related publications (based on Secondary Analysis) |
| Documentation | |
| Major Survey Items |
(1)Attitude toward television and viewing behavior - Amount of time spent watching television, channels usually watched (NHK or commercial channels), categories of television watched - Necessity of television, satisfaction with television - Way of watching television (fixed schedule, watch alone, only watch favorite programs, want to watch alone, watch in a concentrated fashion, manage time, get caught up in watching, etc.) - Way of selecting programs - Awareness with regard to television (love watching television, somehow just feel at ease when television is on, etc.) - Value of television programs - Utility of television (everyday information, routine and rhythm, examples of how to live, etc.) - Expected functionality of broadcasting (to be able to relax and enjoy, transmits societal trends and what is going on in the world, to absorb knowledge and be cultured) - Style of favorite programs - Influence of television (existence of influence, pros and cons of influence, amount of influence that television will have in the future) - Program evaluation (NHK), program evaluation (commercial broadcasters) - Necessity of NHK, necessity of commercial broadcasters - Desire to participate in television, possibilities of and expectations toward television (2) Attitude toward all media including television and behavior regarding them - Frequency of interaction with mass media, comparison of utility of mass media - Essential media (first and second choices) - Comparison of the characteristics of various mass media (speed, ease of understanding, etc.) - Behavior regarding recording and playback (record any program that looks interesting, etc.) - Frequency of watching video on the Internet - About television and video on the Internet (watching video on the Internet is more fun than television, etc.) - Influence of television - Number of televisions, equipment and services used [Face items] - Number of hours of leisure time, tendency to stay home or go out - Personality and values - Social awareness, level of life satisfaction - Gender, age - Family structure, presence of children and their age - Highest level of educational attainment, occupation *For details of survey items, please refer to the questionnaire. |
| Date of Release | 2017/05/24 |
| Topics in CESSDA |
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| Topics in SSJDA | Society/Culture |
| Version | 1 ： 2017-05-24 |
| Notes for Users |