Using Data On Ghanaians’ Media Use And Communication Habits As A Practical Tool In Development Work

The nationally representative survey in Ghana was conducted over three weeks in July and August 2009 with a sample of 2,051 respondents selected from the adult population (15 and over) according to a probability-proportional-to-size (PPS) sampling plan. (See Appendix A for more details on research methods).

In these reports, the AudienceScapes analysis team highlights national trends and demonstrate the power of separating out data by key demographic variables for further analysis.

Where possible, we have also tested for relationships among information-sharing habits, access, and demographics that might help development practitioners to better understand the consequences of their programming choices. These are not exhaustive exposés of these very rich datasets; we limited our analyses to a few case studies in order to highlight the data’s potential uses. An ongoing series of targeted analytical papers will cover various topics of interest to the development community; it is also our hope that researchers and development practitioners will share their own analyses of the data through the AudienceScapes interactive tools.

Key elements of each dataset includes: 

• Descriptions of general media and communication habits
• In-depth sections on radio, TV, print, mobile phone and internet use
• In-depth sections on information access and use for personal finance, health and agriculture issues
• Demographic and socioeconomic status information
• Respondents’ opinions about major development issues
• Measures of trust in information sources and institutions

Read Full Report (pdf)

Report Summary

Chapter 1: The Development Context in Kenya

Chapter 2: Information Gathering and Sharing-
An Overview

Chapter 3: Media and ICT Use in Focus- Details Ghanans’ Access to and Use of Various Media and ICTs

Chapter 4: Information and Communication on
Development Topics- Key Development Sectors: Health, Personal Finance and Agriculture

Appendix A: Survey Methodology

For more information contact

Peter Goldstein
Email: goldsteinp@intermedia.org
Phone: 202.434.9584

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