2009 Survey of Attitudes, Values and Beliefs ... - Te Puni Kokiri

OCTOBER 2010 

2009 Rangahau i Ngä Waiaro, Ngä Uara 

me Ngä Whakapono Mö te Reo Mäori 

2009 Survey of Attitudes, Values and Beliefs 

Towards the Mäori Language

R E A L I S I N G M Ä O R I P O T E N T I A L 

MÄTAURANGA KNOWLEDGE 

WHAKAMANA INFLUENCE 

RAWA RESOURCES 

+ + = 

TE IRA TANGATA LIFE QUALITY 

1 2 3 4 

1 

Mätauranga – Building of knowledge and skills. 

This area acknowledges the importance of knowledge to building 

confidence and identity, growing skills and talents and generating 

innovation and creativity. Knowledge and skills are considered as a 

key enabler of Mäori potential as they underpin choice and the power 

to act to improve life quality. 

2 Whakamana – Strengthening of leadership and decision-making. 

3 Rawa – Development and use of resources. 

4 Te Ira Tangata – The quality of life to realise potential. 

The framework above identifies three key 

enablers that are fundamental to Mäori achieving 

Te Ira Tangata (improved life quality) and realising 

their potential. All our written information has 

been organised within these three key enablers 

or Te Ira Tangata. 

DISCLAIMER This publication is intended to provide information on the matters contained 

herein. It has been written, edited and published and made available to all persons and 

entities strictly on the basis that its authors, editors and publishers are fully excludedfrom 

any liability or responsibility by all or any of them in any way to any person or entity 

for anything done or omitted to be done by any person or entity in reliance, whether 

totally or partially, on the contents of this publication for any purposes whatsoever. 

© Te Puni Kökiri 2010 ISBN 0-478-26097-0 October 2010

C O N T E N T S 

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Foreword 

Executive Summary 

Whakaräpopototanga 

Introduction 

Background 

Attitudes, Values and Beliefs about Language 

Methodology 

Results for Mäori 

General Results for Mäori 

Mäori Segmentation by Values about the Language 

Differences Between Proficient Speakers and Non-Proficient Speakers of the Mäori Language 

Summary 

Differences Between Mäori and Non-Mäori 

Values by Non-Mäori Population Segmentation 

Attitudes and values 

Government Role 

Participation in Mäori Language and Culture Related Activities 

Knowledge about the Mäori Language 

Summary 

Changes in Attitudes, Values and Beliefs – 2000, 2003, 2006 and 2009 

Changes in Values 2000-2009 

Changes in Attitudes 2000-2009 

Changes in Participation in Mäori Language and Culture Related Activities 2000-2009 

Summary 

Appendices 

Bibliography 

1

FOREWORD 

2 

Tiotio ana te manu i te putanga mai o hïhï. Ka tïahoaho, ka ao, ka ao, ka 

awatea. Tïhei mauri ora. Tënä koutou, koutou nä i takahi tënei haerenga 

whakaara ake i tö tätau reo rangatira. Käti rä, me kï, tätau hoki e kawe nei 

i ngä minamina o kui mä, o koro mä, tënä tätau katoa. 

The Mäori Language Strategy coordinates and steers the efforts of Government to contribute 

to the revitalisation of the Mäori language. In order for the strategy to develop alongside the 

changing dynamics of our language, we need an effective monitoring system to take periodic 

snapshots of the health of the Mäori language. 

For over 10 years now, Te Puni Kökiri has conducted a series of surveys to monitor the health 

of the Mäori language. This work means that we are now better placed to measure language 

focused outcomes and identify emerging trends. 

The most recent findings from the 2009 Survey of Attitudes, Values and Beliefs towards the 

Mäori Language are interesting and encouraging. I am particularly pleased with the comparative 

analysis with previous years, which show increases in positive attitudes towards our language 

over the course of a decade. This reflects the impact of various initiatives that have been 

implemented to raise the profile of our language over that period, including the development of 

the Mäori Television Service and the promotion of Mäori Language Week. 

The Mäori language is growing and evolving. Our Maori Language Strategy must grow and evolve 

to reflect the new environment and improved circumstances for our language. To this end, I have 

commissioned some work to review and update the Mäori Language Strategy. I look forward to 

the results of this work, which will inform the next phase of our language’s journey. 

Nä reira, kia kärangaranga i tö tätau reo rangatira, ä, huri noa. Tënä tätau katoa. 

Hon. Dr Pita Sharples 

T E P U N I K Ö K I R I M Ä O R I L A N G U A G E S U R V E Y 2 0 0 9

EXECUTIVE SUMMARY 

4 

In 1998, Government launched the Mäori Language Strategy. The purpose of 

the Mäori Language Strategy was to provide coordination and direction across 

Government for Mäori language focused policies, programmes and resources. 

A key outcome of the Mäori Language Strategy is to strengthen the status of 

the Mäori language in New Zealand. Te Puni Kökiri has the responsibility of 

monitoring the progress of this goal. In response to this, the 2000 Survey of 

Attitudes, Values and Beliefs Towards the Mäori Language was undertaken. 

The same survey was repeated in 2003, 2006 and 2009. 

This report has been prepared in two parts. The first analyses findings from the 2009 attitudes 

survey and the second part compares 2009 attitudes survey data with previous years, identifying 

emerging trends. The key areas of analysis are: Values; Attitudes; the role of Government; and 

Participation in Mäori language and culture related activities. 

Key Findings 

Values 

• Among Mäori, the percentage of ‘cultural developers’ has increased and now represents 74 

percent of the Mäori population. ‘Cultural developers’ are defined as Mäori who are willing to 

share and progress their knowledge of the Mäori language and culture with all ethnicities. 

• The majority, 68 percent of the Mäori population, believes that ‘not enough’ Mäori language 

is currently being spoken. This has not changed considerably since 2003. 

• Among non-Mäori, the percentage of ‘passive supporters’ has increased and now represents 

71 percent of the non-Mäori population. ‘Passive supporters’ are defined as non-Mäori who 

are receptive to greater use of the Mäori language as they see this is a link to their own 

self-development, and who also believe that knowledge of Mäori culture and language will 

lead to a greater understanding between cultures. This population segment is called ‘passive 

supporters’ primarily because they are not greatly engaged in a behavioural sense with the 

Mäori culture or language, despite their values and attitudes. 

• The percentage of the non-Mäori population who believe that ‘not enough’ Mäori language is 

currently being spoken has increased since 2003, from 30 percent to 38 percent in 2009. 


Whakaräpopototanga 

I te tau 1998, i whakarewatia e te Käwanatanga te Rautaki Reo Mäori. Ko te 

tino pütake o te Rautaki Reo Mäori, hei whakarato i ngä ara whakarite, i ngä 

huarahi arataki puta noa i ngä tari Käwanatanga mö ngä kaupapa here, ngä 

hötaka, me ngä rauemi e arotahi ana ki te reo Mäori. Ko te whäinga matua mö 

te Rautaki Reo Mäori, he whakakaha ake i te türanga o te reo Mäori i Aotearoa 

nei. Kei a Te Puni Kökiri te mahi nui ki te tätari haere i te ahu whakamua o te 

whäinga nei. I konei, ka hua ake te 2000 Rangahau i Ngä Waiaro, Ngä Uara 

me Ngä Whakapono Mö te Reo Mäori. I kawea anö te tirohanga whänui nei i 

te tau 2003, 2006 me te tau 2009. 

5 

E rua ngä wähanga o tënei pürongo. Ko te tuatahi, he tätari i ngä kitenga i tangohia mai i te 

tirohanga whänui i kawea i te tau 2009, ä, ko te tuarua he whakataurite i ngä kitenga o tënei 

tirohanga whänui ki ërä o ngä tau kua pahure, me te tautuhi i ngä ähuatanga i puta. Ko ngä 

wähanga matua mö ngä mahi tätari ko: ngä Uara; ngä Waiaro; te Wähi ki te Käwanatanga; me 

te Whai Wähi atu ki ngä Tümahi Reo Mäori, Tümahi Ahurea hoki e hängai ana. 

Kitenga Matua 

Uara 

• Mö te iwi Mäori, kua piki ake te örautanga o te hunga ‘kaihoahoa ahurea’ ki te 74 örau o te 

taupori Mäori. Ko te tikanga o tënei ähuatanga o te ‘kaihoahoa ahurea’, ko ërä o te iwi Mäori 

e ngäkaunui ana ki te tuari me te whakapakari i ö rätou ake möhiotanga o te reo Mäori me te 

ahurea Mäori ki ngä tangata whenua o te ao. 

• Ko te nuinga o te taupori Mäori, arä, 68 örau, e whakapono ana käore tonu i te körero 

whänuitia te reo Mäori. Käore anö tënei kia rerekë noa mai i te tau 2003. 

• Mö Tauiwi, kua piki ake te örautanga o te ‘hunga tautoko’ ki te 71 örau. Ko te ‘hunga tautoko’ 

nei, ko ërä Tauiwi, e kaha hiahia ana ki te reo Mäori, hei paihere i a rätou ki te whakawhanake 

i ö rätou ake pükenga, ä, e whakapono ana hoki rätou mä te reo Mäori me öna tikanga e 

puta ai he märamatanga i waenga i ngä ahurea nei. Ä, i kïia ai tënei wähanga ko te ‘hunga 

tautoko’ nä te mea, käore rätou i tino ü ki te ahurea Mäori, te reo Mäori ränei, e kaha tautoko 

tonu ana rätou, häunga ö rätou uara, ö rätou ake waiaro hoki. 

• Kua piki hoki te örau o Tauiwi e whakapono ana käore tonu i te körero whänuitia te reo 

Mäori, mai i te 30 örau i te tau 2003, ki te 38 örau i te tau 2009. 

E X E C U T I V E S U M M A R Y

6 

Attitudes 

• Positive shifts in attitudes towards the Mäori language have occurred for Mäori and non- 

Mäori since 2000. 

• In particular, Mäori and non-Mäori are more supportive of Mäori language use in public. 

Role of Government 

• Mäori and non-Mäori showed increases in expectations for Government involvement in 

Mäori language revitalisation. In particular, support from non-Mäori for the statement ‘the 

Government should encourage the use of Mäori in everyday situations such as in the home or 

at the marae’ increased to 64 percent in 2009, from 25 percent in 2000. 

Participation in Mäori language and culture related activities 

• Non-Mäori participation in Mäori language and culture related activities is generally low. 

However, within the non-Mäori population, the following activities are prominent: 

Watching Mäori Television (26%); 

Watching Te Reo channel (13%); 

Attending ceremonies or events with Mäori welcomes and speeches (23%); and 

Visiting Mäori art, culture or historical exhibits (21%). 

• Mäori participation in Mäori language and culture related activities is higher than non-Mäori 

participation. Similarly, within the Mäori population, the following activities are prominent: 

Watching Mäori Television (63%); 

Watching Te Reo channel (50%); 

Attending ceremonies or events with Mäori welcomes and speeches (56%); and 

Visiting Mäori art, culture or historical exhibits (40%). 

In general, the results present a picture of increasing Mäori language status. This is significant 

for Mäori language revitalisation efforts, but must always be considered within the larger 

context of language vitality – a language widely learnt and used in a range of scenarios. 


Waiaro 

7 

• Kua puta ngä nekehanga whai hua e pä ana ki ngä waiaro ki te reo Mäori mö te iwi Mäori, 

me Tauiwi mai i te tau 2000. 

• Ina, kua kaha ake hoki te tautoko o te Mäori, me Tauiwi, kia körerotia te reo i ngä wähi 

tümatanui. 

Te Käwanatanga 

• Kua piki ake ngä hiahia o te iwi Mäori me Tauiwi, kia whai wähi mai te Käwanatanga ki te 

kaupapa o te whakahoutanga o te reo Mäori. Ina, kua piki ake hoki te örau e tautoko ana i te 

tauäkï i puta mai i a Tauiwi e pënei ana ‘me whakahau te Käwanatanga kia körerotia te reo 

Mäori i roto i ngä ähuatanga katoa, arä, ki te käinga, te marae ränei’ mai i te 25 örau i te tau 

2000 ki te 64 örau i te tau 2009. 

Te whai wähi atu ki ngä tümahi reo Mäori me ngä tümahi ahurea Mäori 

• He iti tonu te hunga Tauiwi e uru mai ana ki ngä tümahi reo Mäori, tümahi ahurea. Heoi anö, 

i roto anö i tënei taupori, e noho whai mana ana ënei tümahi e whai ake nei: 

Mätakitaki i a Whakaata Mäori (26%); 

Mätakitaki i te hongere Te Reo (13%); 

Haere ki ngä kaupapa Mäori, e puta ai ngä pöhiri me ngä whaikörero (23%); ä, 

Haere ki ngä whakakitenga toi, ahurea Mäori, ki ngä whakakitenga hïtori Mäori hoki (21%). 

• He tokomaha ake te uru o te iwi Mäori i a Tauiwi mä ki ënei tü ähuatanga. Heoi anö, i roto 

anö i tënei taupori, e noho whai mana ana ënei tümahi e whai ake nei: 

Mätakitaki i a Whakaata Mäori (63%); 

Mätakitaki i te hongere Te Reo (50%); 

Haere ki ngä kaupapa Mäori, e puta ai ngä pöhiri me ngä whaikörero (56%); ä, 

Haere ki ngä whakakitenga toi, ahurea Mäori, ki ngä whakakitenga hïtori Mäori hoki (40%). 

Ko te tirohanga whänui, ko te otinga o ngä körero nei ka kitea kei te pakari haere tonu te mana 

o te reo Mäori. He ähuatanga tino whakahirahira tënei mö ngä mahi whakahou i te reo Mäori, 

engari me te möhio anö kia whakaarohia i roto i ngä horopaki katoa, ko te oranga o te reo ora, 

kia akohia e te marea, kia körerotia i roto i ngä ähuatanga katoa hoki. 

E X E C U T I V E S U M M A R Y

INTRODUCTION 

8 

This report summarises key results of the Survey of the Attitudes, Values and Beliefs Towards 

the Mäori Language commissioned by Te Puni Kökiri in 2009. A comparative analysis of 2009 

data and previous surveys is also presented. This report does not comment on all attitude survey 

data collected to date. Instead, only key findings of particular value to those involved in policy 

development and planning, are highlighted. Complete sets of attitude survey results can be 

requested from Te Puni Kökiri. 1 The remaining parts of this introductory section include the 

background, and the methodology. 

Background 

The health of the Mäori language has declined steeply over the last 100 years. From the early 

1940s, the Mäori urban migration had the effect of disassociating Mäori from their papa 

käinga. Faced with the demands of a new lifestyle, Mäori were encouraged to assimilate in to 

their new environment. This was an environment that did not support and promote the use 

of the Mäori language, resulting in most cases in the discontinuity of language transmission 

from older to younger generations. 

The weakened health of the Mäori language attracted a lot of attention in the 1970s. Urban 

groups, including Ngä Tamatoa and Te Reo Mäori Society, rallied support for the promotion 

of the Mäori language in New Zealand. Success was achieved in 1987 with the passing of the 

Mäori Language Act (the Act) by Parliament. The Act declared Mäori an official language of New 

Zealand. It also established the Mäori Language Commission, and set out its role and functions. 

Efforts to further strengthen the presence of the Mäori language in Government services 

resulted in the launching of the Mäori language strategy in 1998. This was reviewed and revised 

in 2003. The revised Government focused strategy outlines the need for Government to: 

1. Strengthen language skills; 

2. Strengthen language use; 

3. Strengthen education opportunities; 

4. Strengthen community leadership; and 

5. Strengthen recognition of the Mäori language. 

The goal of point 5 is ‘by 2028 the Mäori language will be valued by all New Zealanders and 

there will be a common awareness of the need to protect the language’. The attitudes, values 

and beliefs surveys commissioned by Te Puni Kökiri align with this goal and aim to monitor the 

opinions of New Zealanders towards the Mäori language. 2 Surveys were conducted in 2000, 

1 http://www.tpk.govt.nz 

2 Other key Government data sources for monitoring the health of the Mäori language include: The Census of Population and 

Dwellings; and the Survey of the Health of the Mäori Language. 


2003, 2006 and most recently 2009. These surveys provide a snapshot of attitudes, values and 

beliefs towards the Mäori language at those times. 

9 

Attitudes, Values and Beliefs about Language 

The health of a language is directly affected by the attitudes, values and beliefs of individuals. 3 

In the case of an endangered or minority language, it is imperative that these opinions 

progressively become more positive if the language is to co-exist in the same range of domains 

with the majority language. Acceptance and support needs to extend beyond just the minority 

language speakers to ultimately include majority language speakers also. Furthermore, attitudes, 

values and beliefs are vital for not only the survival of a language, but also the continual 

development required for the language to meet the demands of contemporary users. 

For the purposes of this report, attitudes, values and beliefs about language are defined as follows: 

• Attitudes – opinions towards specific aspects of language use in society such as its role in 

education or its use in the provision of Government services. Attitudes can be referred to as 

positive, negative or neutral; 

• Values – the general underlying orientation of an individual towards a language and 

ultimately towards the speakers of that language; and 

• Beliefs – knowledge about a language and the people that speak the language. Beliefs, in this 

sense, can be measured for accuracy, whereas attitudes and values cannot. 

Methodology 

The 2009 attitudes survey was commissioned by Te Puni Kökiri and undertaken by Research 

New Zealand. To ensure the methodology is presented accurately this section has been sourced 

directly from Research New Zealand’s Methodology Report for the 2009 Survey of the Attitudes, 

Beliefs & Values Towards the Mäori Language. Minor changes have been made to the body of the 

text for readability. 

Research New Zealand conducted interviews between 4 February and 2 March 2009. A total 

sample of n=1531 participants completed the survey. The two population groups for this sample 

were Mäori and non-Mäori. Sample size details are as follows: 

• n=1031 Mäori; 

n=359 self-identified as proficient speakers of te reo 4 ; 

n=672 non-speakers of te reo; and 

• n=500 non-Mäori. 

3 (Grin and Vaillancourt, 1998) 

4 Can hold a conversation about everyday things, not just Mäori greetings and phrases. 

I N T R O D U C T I O N

Questionnaire and questionnaire development 

The questionnaire for the 2009 survey was largely based on the questionnaires for the 2000, 

2003, and 2006 surveys. A copy of the questionnaire used in the interviewing is included in this 

report as Appendix 1. Despite the similarity to previous versions, the questionnaire was pretested, 

with n=20 pilot interviews conducted. The purpose of piloting was to confirm that the 

wording, flow and interpretation of questions were appropriate. As no significant issues were 

raised by the pre-testing, only slight changes were made to the wording of some questions. 

Sampling 

Respondents were sampled as follows: 

10 

• Initially, households were randomly selected from the electoral rolls. Although the rolls 

represent a register of eligible electors, for the purposes of this survey the named elector 

was not necessarily interviewed. Rather, they were used to select households from which to 

randomly select a respondent for the survey from all those eligible in the household, as Mäori 

may register on either the General or Mäori Roll. Mäori electors were selected in proportion 

to the numbers registered on each of these rolls. 

• As a preliminary stage to this process, selected households were tele-matched using 

Telecom’s electronic telephone directories. 

• Tele-matched households were then sent a pre-notification letter. A copy of the prenotification 

letter is also included in this report as Appendix 3. 

• On contacting these households, the person who was aged 15 years or over and who had 

his/her birthday next, was selected to be interviewed. At least five attempts were made to 

interview the selected person before they were substituted. 

• Once contacted, this person was interviewed, providing they met certain selection criteria in 

terms of ethnicity. 

Response rate 

A final overall response rate of 30 percent was achieved based on the total sample for both Mäori 

and non-Mäori, with specific rates for each of the two particular population groups as follows: 

• A response rate of 33 percent was achieved for Mäori; and 

• A response rate of 25 percent was achieved for non-Mäori. 

The calculation method adopted for this survey is an internationally recognized standard, 

approved by the American Association for Public Opinion Researchers. 

The following table shows the response rate for each of the three key respondent groups. 

Table 1: Desired/Achieved samples and response rates – Mäori and non-Mäori 

Total Mäori Non-Mäori 

Desired sample 1500 1000 500 

Total households contacted 5410 2794 2616 

Final achieved sample 1531 1031 500 

Response rate 30% 33% 25% 


Demographic description of survey sample 

Appendix 4 contains a demographic description of the total sample that was interviewed prior to 

weighting and for each of the Mäori and non-Mäori populations. 

Weighting 

At the processing stage, the interviewed sample was weighted in order to ensure the sample 

used for analysis purposes was representative of the population groups covered by the survey. 

This is a common practice in social research. 

The weighting process took three factors into account; the proportion of Mäori and non-Mäori 

based on their age and gender; the number of Mäori recognised as proficient Mäori language 

speakers, and the proportion of Mäori in the total New Zealand population, 15 years plus. 

1. The Mäori sample was weighted in two separate ways, as follows: 

Firstly, by age and gender. 

Secondly, by Mäori proficiency (i.e. 26% speakers and 74% non-speakers, derived from 

the 2006 Census of Dwellings and Population, Statistics New Zealand), in addition to 

age and gender. 

2. The non-Mäori sample was weighted by age and gender. 

3. The total sample – (i.e. Mäori and non-Mäori) was weighted by gender and age for each of 

Mäori and non-Mäori aged 15 years plus (i.e. 12% Mäori and 88% non-Mäori, derived from 

the 2006 Census of Dwellings and Population, Statistics New Zealand). 

11 

Maximum margin of error 

As a result of the weighting, maximum margins of error are slightly higher than what they 

would be had no weighting been performed (i.e. with Mäori not over-sampled) and a simple 

random sample been interviewed. Total sample and key sub-group maximum margins of error 

are as follows: 

• Plus or minus 4.2% at the 95% confidence level for the total sample of n=1531; 

• Plus or minus 6.5% at the 95% confidence level for the n=359 Mäori who identified as 

speakers; 

• Plus or minus 4.7% at the 95% confidence level for the n=672 Mäori who identified as nonspeakers; 

and 

• Plus or minus 4.7% at the 95% confidence level for the n=500 non-Mäori. 

Attitudinal segmentation 

The fundamental principle underlying the concept of segmentation is that no population is 

homogeneous, and that to understand fully the make-up of a population, one must identify the 

discreet groups that comprise it. 

Historically, populations have been segmented using demographic variables, but in some 

situations these have been shown to be not particularly discriminating compared, for example, 

to other variables such as those that are more attitudinal or behavioural. 

In the case of this survey of the Attitudes, Beliefs and Values Towards the Mäori Language, the 

exploratory ‘pre-research 5 ’ conducted prior to the Benchmark Survey of 2000 suggested that 

‘attitudinal’ variables and specifically those relating to the ‘values’ that people held towards the 

Mäori language could potentially be more discriminating. 

5 (2000). The development of a survey approach to measure attitudes to, and beliefs and values about the Mäori language 

prepared for Te Puni Kökiri by BRC Marketing & Social Research. 


Using the results of the ‘pre-research’, a number of statements were developed to represent the 

‘value dimensions’ identified by the ‘pre-research’ and these statements were then incorporated 

into a question for the survey questionnaire (Question 4 of the 2009 survey – see Appendix 

1). Particular care was taken to ensure statements were included which would be capable of 

identifying all the qualitative segments identified by the ‘pre-research’. 

As the strategic objectives for Mäori and non-Mäori are different, an independent segmentation 

solution has been run for each group. In each case, the segmentation process itself has been 

undertaken in three basic steps: 

12 

1. First of all, a factor analysis was undertaken based on the statements used in Question 4. This 

factor analysis identified the major themes (factors) underlying these statements, and the 

extent to which each statement correlated with each theme. 

2. Following this, the segmentation itself was completed based on the factors. A number of 

different solutions were tested before the best were identified. 

The best segmentation solution was considered to be the best in terms of replicating 

the findings of the ‘pre-research’ and accounting for most of the differences between 

respondents in terms of the importance placed on the Mäori language. 

It should be noted that the segmentation process has the effect of assigning each respondent 

interview to one of the discreet groups it identities, on the basis that this respondent is more 

like the other respondents in that group than the respondents in the other groups. 

3. In the final step, each of the discreet groups identified by the segmentations for Mäori and 

non-Mäori were profiled (i.e. to show differences between the groups based on the other 

survey questions). 

The segmentation value key used in this and previous surveys is shown in Appendix 2. 

Segmentation for Mäori 

The segmentation solution for Mäori reflects the qualitative segmentation identified by the 

qualitative ‘pre-research’ completed in 2000. The Mäori population can be segmented into 

three discrete groups, showing that Mäori differ in terms of the importance they place on Mäori 

language and culture. 

For reporting purposes, each of these groups has been given a label or name as follows 6 : 

• ‘Cultural developers’ – these are Mäori who, compared to other Mäori, are willing to share 

and progress their knowledge of the Maori language and culture with all ethnicities. They 

value the concept of equality for everyone, no matter which ethnic group they belong to. 

• ‘Mäori only’ – these are Mäori who embrace all things Mäori, but believe that Mäori culture/ 

language is exclusive to Mäori. 

• ‘Uninterested Mäori’ – these are Mäori who, in comparison to the other two groups, place 

relatively little importance on the Mäori language. 

6 In 2000 the segmentation group labels were: ‘cultural developers’; ‘Mäori only’; ‘uninterested’; ‘passive supporters’; 

‘uninterested’; and ‘English only’. In 2003 the segmentation group labels were: ‘cultural developers’; ‘Mäori only’; ‘uninterested 

Mäori’; ‘passive supporters’; uninterested non-Mäori’; and ‘English only’. The labels in the 2006 survey are the same as those in 

2009, which are used for this report. 


Segmentation for non-Mäori 

As for Mäori, the segmentation solution for non-Mäori reflects the qualitative segmentation 

identified by the qualitative ‘pre-research’ completed in 2000. The non-Mäori population can be 

segmented into three discreet groups, showing that they too differ in terms of the importance 

they place on Mäori culture and language. In many respects, the three groups reflect the three 

Mäori groups. 

For reporting purposes, each of these groups has been given a label or name as follows: 

• ‘Passive supporters’ – these are non-Mäori who are receptive to greater use of the Mäori 

language as they see this as a link to their own self-development, and who also believe that 

knowledge of Mäori culture and language will lead to a greater understanding between 

cultures. These non-Mäori are called ‘passive supporters’ primarily because they are not 

greatly engaged in a behavioural sense with the Mäori culture or language, despite their 

‘values’ and attitudes. 

• ‘Non-Mäori only’ – these are non-Mäori who, fundamentally, fear losing their own culture or 

self and relatedly, also fear the prospect of cultural domination by Mäori. 

• ‘Uninterested non-Mäori’ – these are non-Mäori who have no real interest in other cultures. 

That is, they have no interest in cultures that are not personally relevant to them. As such, they 

are tolerant of the Mäori culture and language, as long as it doesn’t impinge on their lives. 

13 


14 

Limitations 

Over the years that the attitudes survey has been conducted some questions have been refined, 

deleted or added to better represent the Mäori language environment in New Zealand. An 

example of these changes is the inclusion and then later amendment of the Mäori Television 

Service question(s). The table below shows how the Mäori Television Service question(s) have 

developed since 2000. 

Table 2: Mäori Television Service question(s) ‘Can you tell me how often or rarely you…’ – 2000-2009 

2000 2003 2006 2009 

Question 

statement(s) 

Watch or listen 

to Mäori news 


to Mäori news 


to the Mäori 

Television Station 7 


to the Mäori 

Television Station 


to the Te Reo 

television 

channel 8 

Care should be taken when drawing conclusions about the overall positivity of survey participants 

towards the Mäori language. There are sections in the survey where interviewees were asked 

whether they agree or disagree with a statement. This method tends to elicit more positive results 

than what may otherwise have been provided by survey participants in a more informal discussion. 9 

Another point of consideration when analysing the data presented in this report is the difference 

in the minimum age of participants for the 2003 survey. In 2003, the minimum participant age 

level was raised from 15 years or over to 18 years or over. The age level returned to 15 years or 

over for the 2006 and 2009 surveys. 

Where appropriate, questionnaire changes are noted in the body of the report. The report focuses 

on data that is most relevant to the intended target audience, and therefore does not mention 

all questionnaire adjustments that have occurred across all of the surveys to date. 

7 Mäori Television was established by the Mäori Television Service Act 2003 (Te Aratuku Whakaata Irirangi Mäori). 

8 A key initiative undertaken in early 2008 was the launch of a second channel – named Te Reo – which broadcasts in 100 per 

cent Mäori language during prime time. Sourced from http://www.maoritelevision.com/Default.aspxtabid=227 

9 (Oppenheim, 1992) 


e s u l t s f o r m ä o r i

RESULTS FOR MÄORI 

16 

The following section presents findings for Mäori respondents of the 2009 attitudes survey. 

It reports on: 

• General results for Mäori; 

• Mäori segmentation by values about the language; and 

• Differences between proficient speakers and non-proficient speakers of the Mäori language. 

General Results for Mäori 

Participants are grouped into the Mäori population if they identify ‘Mäori’ as one of the ethnic 

groups they belong to (survey participants could belong to more than one). 

Attitudes and Values 

Survey results for the Mäori population show that Mäori place a high level of importance 

upon the Mäori language. Most respondents (68%) signalled that there was ‘not enough’ 

Mäori being spoken. 

Those who said Mäori is not spoken enough were asked ‘What makes you say that…’ Common 

responses were: 

• ‘it’s not being spoken enough/should be compulsory in schools/don’t generally hear it’ (28%); 

• ‘it’s valuable/don’t want it to be lost/be forgotten’ (13%); 

• ‘our identity/culture’ (11%); and 

• ‘it is an official language of New Zealand/a part of New Zealand’ (10%). 

Mäori respondents were asked to respond to a series of statements designed to gauge the value they 

place on the Mäori language. Mäori respondents expressed an interest in supporting learning and 

sharing between different cultures, and agreed that the Mäori culture is a part of all New Zealanders 

heritage. Key value statement responses from Mäori who agreed or strongly agreed were: 

• 90% replied that they can ‘learn a lot from all races in New Zealand’; 

• 81% replied that ‘the more New Zealanders that understand Mäori culture the less racial 

tension we would have’; 

• 70% replied that ‘no matter if you are Mäori or Päkehä, Mäori culture is a part of everyone’s 

heritage’; and 

• 19% replied that ‘New Zealand would be a better place if there weren’t so many races of people’. 

Results from Mäori respondents about attitudes towards the Mäori language stressed the 

importance of language use in a variety of domains. In particular, there was overwhelming 

support for the use of Mäori in home and other community settings, with: 

• 98% indicating that ‘it is a good thing that Mäori speak Mäori on the marae’; 

• 95% indicating that ‘it is a good thing that Mäori people speak Mäori at home’; and 

• 89% indicating that ‘it is a good thing that Mäori people speak Mäori in public places, such 

as in the street or supermarket’. 


Not only was there support for the use of the Mäori language in certain domains but 

respondents also indicated that they thoroughly appreciated listening to the language (96%). 

Moreover, Mäori respondents were likely to respect fluent speakers of the Mäori language (94%). 

17 

Role of Mäori and non-Mäori in Language Revitalisation 

Mäori respondents were interested in progressing language revitalisation as a collective. 

Respondents were asked what Mäori – as an ethnic group – should do to support the Mäori 

language. Common answers were: 

• Learn Mäori at pre-school, school or tertiary level (30%); 

• Speak Mäori in general more often (21%); 

• Teach the children/next generation/encourage others (14%); and 

• Be proactive – lobby Government for more funding/use of language in schools/more trained 

teachers/get involved (13%). 

The above findings were supported further by the comparative individual role questions, as 

shown in Table 3. Respondents were asked what they personally should do to support the Mäori 

language. The most obvious difference between the two sets of data was that, as individuals, 

0 percent indicated they would support Mäori language revitalisation by ‘be(ing) proactive - 

lobby Government for more funding/make Mäori language compulsory in schools’. This suggests 

that individuals are not willing to be ‘proactive’ – they are not willing to lobby Government for 

support in different language related areas where they feel there might be an issue(s). They are, 

however, as stated previously, more receptive to the idea of the Mäori ethnic group being more 

‘proactive’. 

Table 3: Responses to the question ‘what do you believe you personally should do to support the 

Mäori language’ – Mäori 

% in following answer clusters: 

Mäori 

1031 

% 

Learn Mäori 40 

Speak Mäori more often (generally) 23 

Support and encourage kids and others to learn and speak Mäori 26 

Be proactive – lobby Government for more funding/make Mäori language compulsory 

in schools 

0 

Total may exceed 100% because of multiple responses 

r e s u l t s f o r m ä o r i

The most common responses from Mäori for what they believe non-Mäori – as an ethinic group 

– should do to support Mäori language revitalisation were: 

• Learn Mäori at pre-schools, school or tertiary level (14%); 

• Encourage and help all generations to learn Mäori language and culture (16%); and 

• Have positive attitudes towards Mäori language being spoken (24%). 

These findings suggest, overall, that the Mäori population believe non-Mäori have a part to play 

in revitalisation of the Mäori language, by being involved in learning, using and encouraging the 

use of the language with people of varying ages. 

18 

The commitment of Mäori to enact their support for the revitalisation of the Mäori language 

is evident in the activities respondents are involved in. Table 4 shows the response percentages 

for those who indicated that they are involved often or very often in certain activities. The 

Mäori population partake in a range of activities, with response percentages across all activities 

ranging between 28 percent and 61 percent. The most common responses were: 

• Watching Mäori Television (61%); 

• Going to a marae (55%); 

• Attending ceremonies or events with Mäori welcomes and speeches (54%); and 

• Watching the Te Reo Television channel (47%). 

Table 4: Participation in selected Language and Culture related activities – Mäori 

% Often/very often 

Mäori 

1031 

% 

Read/browse Mäori magazines (e.g. Tü mai, Mana) 35 

Listen to Iwi Radio (Mäori Radio) 28 

Watch or listen to the Mäori Television station 61 

Watch or listen to the Te Reo television channel 47 

Access websites about Mäori culture 29 

Access websites that contain Mäori language resources 28 

Attend ceremonies or events with Mäori welcomes and speeches 54 

Visit Mäori art, culture or historical exhibits 38 

Go to kapa haka or Mäori culture group concerts 37 

Go to a marae 55 


Role of Government 

Survey results show overwhelming agreement from the Mäori population for Government 

to support Mäori language revitalisation. Table 5 indicates the degree of support amongst 

Mäori respondents for Government involvement/commitment to current or possible future 

Mäori language revitalisation initiatives. The three most common responses for areas in which 

Government should support are: 

• Mäori television; 

• Mäori radio stations; and 

• Mäori language education. 


One statement that received fewer responses, but was still slanted positively towards Mäori 

language revitalisation, was: 

• ‘It would be good if Government departments could conduct business in Mäori if requested’ 

(74%). 

Table 5: Attitudes toward Government involvement in the Mäori language – Mäori 

% Agree/Strongly agree 

The Government should encourage the use of Mäori in everyday situations such as in 

the home or on the marae 

The Government should encourage the use of Mäori on ceremonial occasions such as 

public welcomes for dignitaries 

It would be good if Government departments could conduct business in Mäori if 

requested 

Mäori 

1031 

% 

81 

91 

79 

19 

The Government’s support of the Mäori TV service is a good thing 96 

The Government’s support of Mäori radio stations is a good thing 94 

It is important that the Government takes a role in recording how well the Mäori 

language is doing 

91 

It is only right that signage is in both Mäori and English 74 

The Government should provide resources to help people learn the Mäori language 89 

Support Mäori language education (in schools, communities and/or the workplace) 93 


Mäori Segmentation by Values about the Language 

This section highlights key data for each segmentation group for the Mäori population. 

Care should be taken when interpreting the comparisons made in this section. Due to the smaller 

sample sizes, there is a greater margin of error than comparisons made between Mäori and non- 

Mäori in other parts of this report. 

The three segmentation groups for the Mäori population are: 

• ‘Cultural developers’ – these are Mäori who, compared to other Mäori, are willing to share 

and progress their knowledge of the Mäori language and culture with all ethnicities. They 

value the concept of equality for everyone, no matter what ethnic group they belong to. 

• ‘Mäori only’ – these are Mäori who embrace all things Mäori, but believe that Mäori culture/ 

language is exclusive to Mäori. 

• ‘Uninterested Mäori’ – these are Mäori who, in comparison to the other two groups, place 

relatively little importance on the Mäori language. 


Figure 1 clearly shows the majority of Mäori (74%) are ‘cultural developers’ – willing to share 

their knowledge of te ao Mäori with all ethnicities. 

Figure 1: Mäori population segmentation by values 

8% 

Mäori Population 

F I G U R E 1 

17% 

74% 

Cultural developers 

Mäori only 

Uninterested Mäori 

Total Mäori n=1031. Total may not sum to 100% due to rounding. 

20 

‘Cultural Developers’ 

‘Cultural developers’ are defined as Mäori who, compared to other Mäori, are willing to share 

and progress their knowledge of the Maori language and culture with all ethnicities. 

A key segmentation feature for ‘cultural developers’ is: 

• ‘Cultural developers’ are more likely (43%) than ‘Mäori only’ (35%) and ‘uninterested Mäori’ 

(35%) to live in a household with children under 18 years old. 

The willingness of ‘cultural developers’ to grow and share their understanding of te ao Mäori 

with all ethnicities is reflected in the results for value statements about the Mäori language 

in Table 6. Data shows strong support for a unified national identity, learning from others, 

involvement in cultural activities, and cultural tolerance and understanding. Conversely, data 

showed less support for racial separatism, or special rights for Mäori. 

Table 6: Value statements about Mäori language – by segmentation 

% Agree/Strongly agree Mäori 

1027 

% 

Cultural 

developers 

763 

% 

Mäori only 

178 

% 

Uninterested 

Mäori 

86 

% 

No matter if you are Mäori or 

Päkehä, Mäori culture is a part of 

everyone’s heritage 

I personally feel I can learn a lot 

from all races in New Zealand 

New Zealand would be a better 

place if there weren’t so many 

races of people 

I really want to be involved in 

things to do with Mäori culture 

I believe Mäori should have special 

rights 

The more New Zealanders that 

understand Mäori culture the less 

racial tension we would have 

Learning Mäori is very high priority 

for me 

Talk about Mäori rights gets me 

really fired up 

70 81 42 24 

90 95 68 80 

19 10 65 19 

80 85 89 9 

37 38 47 13 

81 84 80 46 

61 62 83 2 

41 41 43 29 

Total Mäori n=1031. Total does not sum to 1031 due to unanswered segmentation statements. 

Total may exceed 100% because of multiple responses. 


‘Cultural developers’ responded positively to the attitudes statements they were asked to answer. 

Findings show that ‘cultural developers’ support using the Mäori language in a range of settings, 

appreciate and respect the Mäori language and fluent Mäori language speakers. ‘Cultural 

developers’ feel there is a place for Mäori language in the education system for Mäori children 

and also all New Zealand children. However, the level of responses (64% and 72% respectively) 

suggest that this is an area of Mäori language revitalisation that ‘cultural developers’ are not as 

committed to as some of the other areas covered in the attitudes statements. 

Table 7: Attitudinal statements about Mäori language – by segmentation 


1027 

% 

Cultural 

developers 

763 

% 

Mäori only 

178 

% 

Uninterested 

Mäori 

86 

% 

It is a good thing that Mäori speak 

Mäori on the marae 

It is a good thing that Mäori people 

speak Mäori at home 

It is OK that people greet others in 

Mäori, but they can take it too far 

It is a good thing that Mäori people 

speak Mäori in public places, such 

as in the street or supermarket 

It is not right that Mäori speak Mäori 

in front of people who might not 

understand what they are saying 

Well spoken Mäori is a beautiful 

thing to listen to 

All Mäori should make an effort to 

learn to speak Mäori themselves 

I have a lot of respect for people 

who can speak Mäori fluently 

Some Mäori language education 

should be compulsory in school for 

Mäori children 

Some Mäori language education 


all children 

98 99 98 91 

95 97 98 80 

40 39 42 52 

89 92 86 68 

31 29 33 43 

96 95 97 88 

75 76 84 46 

94 96 95 82 

61 64 65 34 

68 72 64 34 

21 



Despite the positive attitudes shared by the ‘Mäori only’ and ‘cultural developers’ population 

segments, ‘Mäori only’ group are more likely to act on their attitudes about the Mäori language 

by participating in language and cultural activities. Examples of this are: 

• 81% of the ‘Mäori only’ group replied that they ‘go to a marae’ – compared to 53% of the 

‘cultural developers’ group; and 

• 57% of the ‘Mäori only’ group replied that they ‘go to kapa haka or Mäori culture groups 

concerts’ – compared to 37% of the‘cultural developers’ group. 


Table 8: Participation in selected Language and Culture related activities – by segmentation 


1027 

% 

Cultural 

developers 

763 

% 

Mäori only 

178 

% 

Uninterested 

Mäori 

86 

% 

Read/browse Mäori magazines (e.g. 

Tü mai, Mana) 

35 35 47 9 

Listen to Iwi Radio (Mäori Radio) 28 27 43 8 

22 

Watch or listen to the Mäori 

Television station 

Watch or listen to the Te Reo 

television channel 

Access websites about Mäori 

culture 

Access websites that contain Mäori 

language resources 

Attend ceremonies or events with 

Mäori welcomes and speeches 

Visit Mäori art, culture or historical 

exhibits 

Go to kapa haka or Mäori culture 

group concerts 

61 62 74 32 

47 47 62 24 

29 28 41 6 

28 29 34 6 

54 54 73 22 

38 38 48 17 

37 37 57 9 

Go to a marae 55 53 81 22 



‘Cultural developers’ and the Mäori population responded similarly for their ability to converse 

about a lot of everyday things (25% and 26% respectively). Moreover, 17 percent of ‘cultural 

developers’ and 18 percent of the Mäori population indicated they had never learnt the Mäori 

language in either a formal or informal setting. The majority of ‘cultural developers’ have 

been exposed to some form of Mäori language learning. This demonstrates the openness and 

commitment of ‘cultural developers’ to Mäori language development. 

‘Mäori Only’ 

‘Mäori only’ are defined as Mäori who, in comparison to other Mäori, embrace all things Mäori. 

However, they believe that Mäori culture/language is exclusive to Mäori. 

Key segmentation features for the ‘Mäori only’ group are: 

• ‘Mäori only’ are less likely (35%) than ‘cultural developers’ (43%) to live in a household with 

children under 18 years old; 

• ‘Mäori only’ are more likely (15%) than ‘cultural developers’ (8%) and ‘uninterested Mäori’ 

(6%) to have extended family living in their household; 

• ‘Mäori only’ are less likely (18%) than ‘cultural developers’ (63%) and ‘uninterested Mäori’ 

(67%) to have children living in their household not attend a Mäori pre-school; 

As mentioned earlier ‘Mäori only’, ‘cultural developers’ and the Mäori population share similar 

emphasis in the values they have for the Mäori language. Of the three mentioned groups 

however, ‘Mäori only’ are more likely to carry through with the values they place on the 


language to actually engaging with others and participating in language and cultural learning 

experiences. An example of this was that ‘Mäori only’ are more likely (81%) than ‘cultural 

developers’ (53%) to attend a marae often or very often. 

Similarly, ‘Mäori only’, ‘cultural developers’ and the Mäori population shared similar attitudes 

towards Government involvement in revitalising the Mäori language. Examples of this include 

the responsibility of Government to provide resources to help people learn the Mäori language 

(91%, 91% and 90% respectively). Table 9 presents other similar comparisons. The most 

significant difference between these three groups was for the statement ‘It is only right that 

signage is in both Mäori and English’ (82%, 73% and 73% respectively). 

Table 9: Attitudes toward Government involvement in the Mäori language – by segmentation 


1027 

% 

Cultural 

developers 

763 

% 

Mäori only 

178 

% 

Uninterested 

Mäori 

86 

% 

23 

The Government should encourage the 

use of Mäori in everyday situations 

such as in the home or on the marae 

The Government should encourage 

the use of Mäori on ceremonial 

occasions such as public welcomes 

for dignitaries 

It would be good if Government 

departments could conduct 

business in Mäori if requested 

The Government’s support of the 

Mäori TV service is a good thing 

The Government’s support of Mäori 

radio stations is a good thing 

It is important that the Government 

takes a role in recording how well 

the Mäori language is doing 

It is only right that signage is in 

both Mäori and English 

The Government should provide 

resources to help people learn the 

Mäori language 

Support Mäori language education 

(in schools, communities and/or the 

workplace) 

80 84 74 56 

91 93 89 67 

78 79 80 54 

96 97 93 84 

94 96 91 83 

90 92 91 78 

73 73 82 51 

90 91 91 72 

93 94 94 75 



Survey results showed that 42 percent of the ‘Mäori only’ group are able to converse in Mäori 

about a lot of everyday things. Interestingly, only 9 percent of ‘Mäori only’ indicated that they 

have never learnt the Mäori language in either a formal or informal setting. Nearly all ‘Mäori 

only’ have been exposed to some form of Mäori language learning. This demonstrates the 

importance ‘Mäori only’ place on Mäori language development. It may also be representative of 

the more readily available access ‘Mäori only’ have to supportive language learning situations. 


‘Uninterested Mäori’ 

‘Uninterested Mäori’ are defined as Mäori who, in comparison to the other two segmentation 

groups, place relatively little importance on the Mäori language. 

Key demographic features for ‘uninterested Mäori’ are: 

• ‘Uninterested Mäori’ are less likely (35%) than ‘cultural developers’ (43%) to live in a 

household with children under 18 years old; 

• ‘Uninterested Mäori’ are less likely (6%) than ‘cultural developers’ (8%) and ‘Mäori only’ 

(15%) to have extended family living in their household; 

• ‘Uninterested Mäori’ are more likely (67%) than ‘cultural developers’ (63%) and ‘Mäori only’ 

(18%) to have children living in their household not attend a Mäori pre-school; 

24 

‘Uninterested Mäori’ value statement opinions of the Mäori language are low. This is to be 

expected, however there were pockets of positive response percentages for some of the 

attitudinal statements, for example: 

• 91% replied that it is a good thing that Mäori speak Mäori on the marae – compared to 98% 

of the Mäori population; 

• 80% replied that it is a good thing that Mäori people speak Mäori at home – compared to 

95% of the Mäori population; and 

• 82% replied that they have a lot of respect for people who can speak Mäori fluently – 

compared to 94% of the Mäori population. 

There were many similarities between results for ‘uninterested Mäori’ and the non-Mäori 

population, for example: 

• 46% of ‘uninterested Mäori’ claimed to have never learnt the Mäori language – compared to 

45% non-Mäori; and 

• 36% of ‘uninterested Mäori’ indicated that there is more than enough Mäori being spoken – 

compared to 38% non-Mäori. 

Both ‘uninterested Mäori’ and the non-Mäori population provided similar responses to questions 

posed about Government involvement in Mäori language revitalisation efforts, however two 

significant differences were: 

• 56% indicated that the Government should encourage the use of Mäori in everyday situations 

such as in the home or on the marae – compared to 64% of the non-Mäori population; and 

• 67% indicated that the Government should encourage the use of Mäori on ceremonial 

occasions such as public welcomes for dignitaries – compared to 81% of the non-Mäori 

population. 

Survey results showed that 9 percent of ‘uninterested Mäori’ were able to converse in Mäori 

about a lot of everyday things. Given the low percentage of proficient speakers for this group, 

it is not surprising that 45 percent had never learnt the Mäori language in either a formal or 

informal setting. Therefore almost half of all ‘uninterested Mäori’ have not been exposed to some 

form of Mäori language learning. This demonstrates the lack of interest by ‘uninterested Mäori’ 

to engage in possible language learning situations. 


Differences Between Proficient Speakers and Non-Proficient 

Speakers of the Mäori Language 

This section examines key survey findings for Mäori proficient and Mäori non-proficient 

speakers. In particular, demographics of the two groups, attitudes towards the Mäori language, 

and language learning and cultural participation are analysed. The sample groups, proficient and 

non-proficient, are derived from the Mäori population. 

Thirty five percent of the Mäori population claim to be proficient Mäori speakers. This is slightly 

less than was noted in the 2006 Survey of Attitudes, Values and Beliefs (40%), but more than 

the 2006 Census results (26%). 10 

Key demographic differences between Mäori proficient and Mäori non-proficient are: 

• Mäori non-proficient are more likely (43%) than Mäori proficient (35%) to live in a household 

with children under 18 years old; 

• Mäori proficient are more likely (14%) than Mäori non-proficient (7%) to have extended 

family living in their household; 

• Mäori non-proficient are more likely (68%) than Mäori proficient (37%) to have children 

living in their household not attend a Mäori pre-school; and 

• Mäori proficient are more likely (98%) than Mäori non-proficient (89%) to know their iwi 

affiliations. 

25 

A higher proportion of proficient speakers than non-proficient possessed a secondary school 

qualification or higher (80% and 75% respectively). Similarly, a higher proportion of proficient 

speakers have a bachelor degree or higher (25% and 12% respectively). Figure 2 shows the 

response percentages for the survey question ‘what is your highest educational qualification’. 

Figure 2: Educational qualification by Mäori proficient and Mäori non-proficient 

Mäori Non-proficient 

24% 

F I G U R E 2 

43% 

12% 

20% 

Mäori Proficient 

NCEA, School C or other 

secondary school qualification 

Polytechnic qualification or 

Trade Certificate 

Bachelor degree or higher 

19% 

33% 

Other* 

25% 

22% 

Total Mäori n=1031 

Total may not sum to 100% due to rounding 

* ‘Other’ includes–’Other’, ‘None/No qualification’, and ‘Don’t know’ 

10 (Te Puni Kökiri, 2008) 


Attitudes and Values 

Attitudes towards the Mäori language were, in general, similar for Mäori proficient and Mäori 

non-proficient. Mäori non-proficient were however, less receptive to the following statements: 

• All Mäori should make an effort to learn Mäori themselves (71% - compared to 

85% Mäori proficient); 

• Some Mäori language education should be compulsory in school for Mäori children 

(56% - compared to 76% Mäori proficient); and 

• Some Mäori language education should be compulsory in school for all children 

(65% - compared to 75% Mäori proficient). 

Table 10: Attitudinal statements about Mäori language – Mäori proficient and Mäori non-proficient 

26 


Mäori 

proficient 

359 

% 

Mäori nonproficient 

672 

% 

It is a good thing that Mäori people speak Mäori at home 11 98 95 

It is OK that people greet others in Mäori, but they can take it too far 36 41 

It is a good thing that Mäori people speak Mäori in public places, 

such as in the street or supermarket 

It is not right that Mäori speak Mäori in front of people who might 

not understand what they are saying 

91 88 

27 33 

Well spoken Mäori is a beautiful thing to listen to 97 94 

All Mäori should make an effort to learn Mäori themselves 12 85 71 

I have a lot of respect for people who can speak Mäori fluently 96 94 

Some Mäori language education should be compulsory in school for 



all children 

76 56 

75 65 


Overall, Mäori proficient and Mäori non-proficient values towards the Mäori language are 

conducive to progressing Mäori language revitalisation. Mäori non-proficient responses, in 

general, are similar to or slightly less than Mäori proficient results. One striking difference 

between the two groups is that – Mäori non-proficient are less likely to place a high priority on 

learning the Mäori language (52% - compared to 85% Mäori proficient). 

11 In the 2003 and 2006 surveys this statement was included as part of the previous statement: ‘It is a good thing that Mäori 

people speak Mäori on the marae and at home 

12 In the 2003 survey this statement read: ‘All Mäori should make an effort to learn Mäori themselves’. 


Table 11: Value statements about Mäori language –Mäori proficient and Mäori non-proficient 


Mäori 


359 

% 


672 

% 

No matter if you are Mäori or Päkehä, Mäori culture is a part of everyone’s 

heritage 

71 70 

I personally feel I can learn a lot from all races in New Zealand 90 90 

New Zealand would be a better place if there weren’t so many races of people 26 16 

I really want to be involved in things to do with Mäori culture 92 76 

I believe Mäori should have special rights 48 34 

The more New Zealanders that understand Mäori culture the less racial tension 

we would have 

88 78 

27 

Learning Mäori is very high priority for me 85 52 

Talk about Mäori rights gets me really fired up 52 36 


Both proficient and non-proficient speakers responded positively to increasing the use of the 

Mäori language, noting that ‘not enough’ Mäori is currently being spoken (77% and 64% 

respectively). When asked what should Mäori do to improve revitalisation of the Mäori language, 

results were very similar, with the only key difference being Mäori proficient respondents more 

likely to suggest speaking Mäori more often (generally) at 30 percent compared to 17 percent 

for Mäori non-proficient. There was also a strong similarity between the two proficiency groups 

for perceived efforts from non-Mäori that would benefit language revitalisation. The two highest 

response percentages for both groups were: 

• ‘Non-Mäori’ should ‘have positive attitudes towards Mäori language being spoken’ (23% 

Mäori proficient and 24% Mäori non-proficient); and 

• ‘Non-Mäori’ should ‘encourage and help all generations to learn Mäori language and culture 

(17% Mäori proficient and 15% Mäori non-proficient). 

The overall low percentages suggest that Mäori do not see a large role for non-Mäori. 

Personal contributions towards language revitalisation were more representative of the key 

aspect characterising each proficiency group i.e. language proficiency or a lack of. The most 

apparent gaps between respective proficiency group answers were: 

• 25% of Mäori proficient indicated a need to learn Mäori – compared to 48% Mäori nonproficient; 

and 

• 36% of Mäori proficient indicated a need to speak Mäori more often – compared to 15% 

Mäori non-proficient. 

Both Mäori proficient and Mäori non-proficient have considered the intergenerational 

transmission of the Mäori language. Thirty five percent of Mäori proficient and 20 percent of 

Mäori non-proficient indicated that they would support and encourage kids and others to learn 

and speak Mäori. 


Language Learning and Cultural Participation 

Survey data showed that the involvement of Mäori non-proficient in formal Mäori language 

education was relatively close to proficient speakers (46% and 52% respectively). Similar 

results were also received for informal education, for example talking/learning from friends 

and family, with 31 percent for non-proficient and 42 percent for proficient speakers. The 

major difference between the proficiency groups was that 22 percent of non-proficient 

speakers noted they had never undertaken any Mäori language learning, while only 6 percent 

of proficient speakers answered similarly. 

28 

Table 12 shows, as can be expected, proficient speakers are more involved with language and 

culture related activities than non-proficient speakers. Although non-proficient speaker response 

percentages are significantly lower it is interesting to note that the overall distribution of 

responses to the different activities and experiences is comparatively similar. For example, Figure 

3 highlights the influence of the following four areas: 

• Mäori Television channel (80% - compared to 55% Mäori non-proficient); 

• Te Reo channel (68% - compared to 40% Mäori non-proficient); 

• Ceremonies or events with Mäori welcomes and speeches (77% - compared to 45% Mäori 

non-proficient); and 

• Visiting a marae (79% - compared to 46% Mäori non-proficient). 

Table 12: Participation in selected Language and Culture related activities – Mäori proficient and 

Mäori non-proficient 


Mäori 


359 

% 


672 

% 

1. Read/browse Mäori magazines (e.g. Tü mai, Mana) 64 24 

2. Listen to Iwi Radio (Mäori Radio) 51 20 

3. Watch or listen to the Mäori Television station 80 55 

4. Watch or listen to the Te Reo television channel 68 40 

5. Access websites about Mäori culture 47 22 

6. Access websites that contain Mäori language resources 49 20 

7. Attend ceremonies or events with Mäori welcomes and speeches 77 45 

8. Visit Mäori art, culture or historical exhibits 59 30 

9. Go to kapa haka or Mäori culture group concerts 60 29 

10. Go to a marae 79 46 



Figure 3: Participation in selected Language and Culture related activities – Mäori proficient and 


100 

90 

80 

80% 

77% 

79% 

F I G U R E 3 

P E R C E N T A G E ( % ) 

70 

60 

50 

40 

30 

55% 

68% 

40% 

45% 

46% 

Mäori proficient 


20 

10 

0 

1 2 3 4 5 6 7 8 9 10 

29 

Mäori proficient n=359 

Mäori non-proficient n=672 

Summary 

Survey results highlight the high level of importance the Mäori population place upon the 

Mäori language. An overriding theme to come through the analysis was a desire by the Mäori 

population to learn and share their experiences and knowledge with Mäori and non-Mäori. 

The Mäori population see their role in supporting the language as important. Key areas of 

potential involvement include language education at different levels, speaking the language 

more openly in a range of situations, teaching and supporting younger generations, and 

proactively engaging in different activities targeted at increasing the status of the Mäori 

language. However, Mäori were more reluctant to commit as individuals to supporting proactive 

involvement to lobby Government. 

The majority of survey results for the Mäori population were the same or similar to those 

of ‘cultural developers’. This is not surprising given that ‘cultural developers’ are the most 

represented segmentation group. This bodes well for Mäori revitalisation efforts as ‘cultural 

developers’ have an important role in Mäori language vitality. 

There are also positive commonalities between ‘cultural developers’ and ‘Mäori only’. ‘Mäori 

only’ share the same positive attitudes as ‘cultural developers’ but are more committed to 

acting on their attitudinal opinions by watching more Mäori television or going to a marae. 

Though positive, it is important to remember that regular engagement by ‘Mäori only’ in 

language learning activities or environments does not mean they are more likely to openly use 

their language skills. By believing that Mäori language and culture is exclusive to Mäori the 

‘Mäori only’ group may be preventing the language from becoming normalised throughout New 

Zealand, as quickly as it would if they were more open to conversing/sharing with all ethnicities. 

Data results for value statements were generally low for ‘uninterested Mäori’, but appreciation 

for the language was still expressed. ‘Uninterested Mäori’, by definition, would not likely be 

involved in speaking Mäori on a marae or at home however they strongly support the idea that it 

is a good thing for Mäori as a group to speak Mäori at home and on the marae. Likewise, respect 

from ‘uninterested Mäori’ for fluent speakers also featured highly. Though ‘uninterested Mäori’ 

place relatively little importance on the Mäori language, the pockets of positive feedback about 


30 

the value statements suggests that maybe other barriers are preventing ‘uninterested Mäori’ 

from transitioning through to becoming ‘Mäori only’ or ‘cultural developers’. It is not clear in the 

survey results what these possible barriers may be. 

Mäori proficient and Mäori non-proficient indicated some interest in increasing the use of the 

Mäori language. Both share similarly optimistic opinions about values and attitudes towards 

the Mäori language. Of particular interest, are the perceptions of non-Mäori involvement for 

maximising language revitalisation efforts. Mäori proficient and Mäori non-proficient both 

placed importance on non-Mäori positive attitudes towards the Mäori language, and support for 

intergenerational transmission of the Mäori language. However, percentages around non-Mäori 

involvement are still relatively low, with the highest responses registering around 20%. 


d i f f e r e n c e s b e t w e e n 

m ä o r i a n d n o n - m ä o r i

Differences Between Mäori 

and Non-Mäori 

32 

This section examines the differences between Mäori and non-Mäori, it reports on: 

• Values by population segmentation; 

• Attitudes and values; 

• Participation in Mäori language and culture related activities; and 

• Knowledge about the Mäori language. 

Non-Mäori results are highlighted by comparing against Mäori data, some of which has already 

been discussed in earlier sections of this report. 

Values by Non-Mäori Population Segmentation 

A similar system to that employed for segmenting the Mäori population was also adopted for the 

non-Mäori population. 

Care should be taken when interpreting the comparisons made in this section. Due to the smaller 

sample sizes there is a greater margin of error than comparisons made between Mäori and non- 

Mäori in other parts of this report. 

The three segmentation groups for non-Mäori are: 

• ‘Passive supporters’ – these are non-Mäori who are receptive to greater use of the Mäori 

language as they see this as a link to their own self-development, and who also believe that 

knowledge of Mäori culture and language will lead to a greater understanding between 

cultures. These non-Mäori are called ‘passive supporters’ primarily because they are not 

greatly engaged in a behavioural sense with the Mäori culture or language, despite their 

‘values’ and attitudes. 

• ‘Uninterested non-Mäori’ – these are non-Mäori who have no real interest in other cultures. 

That is, they have no interest in cultures that are not personally relevant to them. As such, 

they are tolerant of the Mäori culture and language, as long as it doesn’t impinge on their 

lives. 

• ‘Non-Mäori only’ – these are non-Mäori who, fundamentally, fear losing their own culture or 

self and relatedly, also fear the prospect of cultural domination/assimilation. 

Figure 4 shows similar segmentation group representation for non-Mäori ‘passive supporters’ 

and Mäori ‘cultural developers’ (71% and 74% respectively). Though ‘passive supporters’ are 

positively disposed towards the Mäori language and culture, they are not necessarily actively 

engaged with Mäori language and/or culture. Other comparisons between Mäori and non-Mäori 

segmentation data show that there were fewer ‘non-Mäori only’ (8%) than ‘Mäori only’ (17%). 


‘Mäori only’ believe that the Mäori culture is exclusive to Mäori, whilst ‘non-Mäori only’ fear 

being assimilated. There was a much larger response percentage for ‘uninterested non-Mäori’ 

(22%) than ‘uninterested Mäori’ (8%). 

33 

Figure 4: Mäori and non-Mäori population segmentation by values 

Non-Mäori Population 

22% 

8% 

71% 

Passive supporters 

Non-Mäori only 

F I G U R E 4 

Mäori Population 

Uninterested Non-Mäori 

Cultural developers 

8% 

Mäori only 

17% 

74% 

Uninterested Mäori 

Total non-Mäori n=500 


Total may not sum to 100% due to rounding. 

No further analysis of results by non-Mäori segments is presented in this paper. It is not possible 

to make valid comparisons or draw any meaningful conclusions from the non-Mäori segments 

given the limited sample size of 500 non-Mäori. Within this sample the segmentation figures 

were: ‘passive supporters’ – 355; ‘uninterested non-Mäori’ – 110; and ‘non-Mäori only’ – 40. 

Given the particularly small sample sizes for ‘uninterested non-Mäori’ and ‘non-Mäori’ the 

margin of error would be too great. When the attitudes survey was initially designed it was not 

intended for the analysis of non-Mäori results to drill down to this level. To that end it may 

prove beneficial to review the sample sizes for future attitudes surveys. 

d i f f e r e n c e s b e t w e e n m ä o r i a n d n o n - m ä o r i

Attitudes and values 

The non-Mäori and Mäori populations responded positively to the majority of attitudinal 

statements posed in the 2009 Attitudes survey. Not only were results positive, but they were, 

for the most part, similar. Table 13 presents the findings for this set of statements. Where there 

were differences non-Mäori responses were still positively oriented, for example: 

• 77% of non-Mäori indicated that it is a good thing that Mäori people speak Mäori in public 

places, such as in the street or supermarket – compared to 89% Mäori; 

• 78% of non-Mäori indicated that well spoken Mäori is a beautiful thing to listen to – 

compared to 96% Mäori; and 

• 66% of non-Mäori indicated that all Mäori should make an effort to learn Mäori themselves 13 

- compared to 75% Mäori. 

Table 13: Attitudinal statements about Mäori language – Mäori and non-Mäori 

34 

% Agree/Strongly agree Non-Mäori 

500 

% 

Mäori 

1031 

% 

It is a good thing that Mäori speak Mäori on the marae 97 98 

It is a good thing that Mäori people speak Mäori at home 14 91 95 

It is OK that people greet others in Mäori, but they can take it too far 45 40 

It is a good thing that Mäori people speak Mäori in public places, 

such as in the street or supermarket 

It is not right that Mäori speak Mäori in front of people who might 


77 89 

39 31 

Well spoken Mäori is a beautiful thing to listen to 78 96 

All Mäori should make an effort to learn Mäori themselves 15 66 75 

I have a lot of respect for people who can speak Mäori fluently 87 95 




all children 

58 61 

64 68 


Non-Mäori acknowledge the benefits of Mäori language use in the home, community, and education 

system however these positive attitudes do not fully translate through to the opinions they have 

about valuing the Mäori language. Table 14 highlights some key differences. The statement ‘I 

really want to be involved in things to do with Mäori culture’ was posed to participants. Forty 

three percent of non-Mäori indicated that they agree or strongly agree with the statement, 

opposed to 81 percent of Mäori. Similarly, only 20 percent of non-Mäori responded positively to 

the statement ‘learning Mäori is a very high priority for me’, compared to 64 percent of Mäori. 

13 In the 2003 survey this statement read: ‘All Mäori should make an effort to learn to speak Mäori themselves’. 

14 In the 2003 and 2006 surveys this statement was included as part of the previous statement: ‘It is a good thing that Mäori 

people speak Mäori on the marae and at home’. 

15 In the 2003 survey this statement read: ‘All Mäori should make an effort to learn to speak Mäori themselves’. 


Table 14: Value statements about Mäori language – non-Mäori and Mäori 


500 

% 

Mäori 

1031 

% 

No matter if you are Mäori or Päkehä, Mäori culture is a part of 

everyone’s heritage 

73 70 

I personally feel I can learn a lot from all races in New Zealand 90 90 

New Zealand would be a better place if there weren’t so many races 

of people 

10 19 

I really want to be involved in things to do with Mäori culture 43 81 

I believe Mäori should have special rights 25 39 

The more New Zealanders that understand Mäori culture the less 


76 82 

35 

Learning Mäori is very high priority for me 20 64 

Talk about Mäori rights gets me really fired up 34 42 


Comparatively, the Mäori population more greatly values the use of the Mäori language in New 

Zealand than the non-Mäori population. Figure 5 illustrates the gap between non-Mäori and 

Mäori perceptions of the value of the spoken Mäori language. Twelve percent of non-Mäori 

consider that ‘more than enough’ Mäori language is currently being spoken. Conversely, only 5 

percent of Mäori thought similarly. The difference in perceptions between Mäori and non-Mäori 

for the question, do you believe that ‘not enough’ Mäori language is being spoken is even greater 

– 38% non-Mäori and 68% Mäori respectively. The most common reasons given by the non- 

Mäori population for the belief that ‘enough’ Mäori was being spoken were: 

• ‘not a great need for it/not global’ (37%); 

• ‘not fair to other minorities in New Zealand’ (14%); 

• ‘it already seems to be everywhere/being spoken a lot’ (16%); and 

• ‘don’t understand it/don’t speak it’ (15%). 

Figure 5: Percent of Mäori and non-Mäori who held that more than enough or not enough Mäori is 

currently being spoken 

80 

70 

68% 

60 

F I G U R E 5 

P E R C E N T A G E ( % ) 

50 

40 

30 

38% 

Mäori population 

non-Mäori population 

20 

10 

5% 

12% 

0 

more than enough 

not enough 

Total non-Mäori n=500 



Government Role 

The non-Mäori population generally supported Government efforts to revitalise the Mäori 

language. The most noticeable differences between the results of non-Mäori and Mäori were 

whether Government should encourage language use (64% and 81%), Government departments 

conducting business in Mäori – if required (55% and 79%), and signage in Mäori and English 

(59% and 74%). Even though differences are significant, each of the non-Mäori responses in 

these examples are positively slanted towards supporting Government involvement in Mäori 

language revitalisation. A more thorough analysis of the ‘agree’ and ‘strongly agree’ responses 

show that non-Mäori, in general, tended to answer ‘agree’ rather than ‘strongly agree’. On the 

contrary, Mäori were more inclined to answer ‘strongly agree’, this highlighting the stronger 

passion of the Mäori population for the language. 

Table 15: Attitudes toward Government involvement in the Mäori language – non-Mäori and Mäori 

36 


500 

% 

Mäori 

1031 

% 

The Government should encourage the use of Mäori in everyday 

situations such as in the home or at the marae 

The Government should encourage the use of Mäori in ceremonial 

occasions such as public welcomes for dignitaries 

It would be good if Government Departments could conduct business 

in Mäori if requested 

64 81 

81 91 

55 79 

The Government’s support of the Mäori TV service is a good thing 86 96 

The Government’s support of Mäori radio stations is a good thing 85 94 

It is important that the Government takes a role in recording how 

well the Mäori language is doing 

79 91 

It is only right that signage is in both Mäori and English 59 74 

The Government should provide resources to help people learn the 

Mäori language 

Support Mäori language education (in schools, communities and/or 

the workplace) 

76 89 

80 93 


Participation in Mäori Language and Culture Related Activities 

The involvement and interest of the non-Mäori population in Mäori culture and language is 

limited. The low response percentages of non-Mäori are clearly visible in Table 16. Despite these 

generally low levels of participation, the influence of television, events and shows (with a Mäori 

component or emphasis) are evident. These activities are areas where non-Mäori are engaging to 

some degree with the Mäori language and culture. 


Table 16: Participation in selected Language and Culture related activities - non-Mäori and Mäori 

% Often/very often Non-Mäori 

500 

% 

Mäori 

1031 

% 

Read/browse Mäori magazines (e.g. Tü mai, Mana) 3 39 

Listen to Iwi Radio (Mäori Radio) 3 30 

Watch or listen to the Mäori Television Station 26 63 

Watch or listen to the Te Reo television channel 13 50 

Access websites about Mäori culture 6 31 

Access websites that contain Mäori language resources 9 31 

Attend ceremonies or events with Mäori welcomes and speeches 23 56 

Visit Mäori art, culture or historical exhibits 21 40 

37 

Go to kapa haka or Mäori culture group concerts 7 41 

Go to a marae 8 58 


The lack of engagement by non-Mäori in language and cultural experiences is reflected also in 

Table 17. Previous sections of this report have noted a tendency for non-Mäori to be less likely 

than Mäori to engage in Mäori language activities. It is not surprising therefore that one of the 

strongest responses from non-Mäori for the question ‘what do you believe you personally should 

do to support the Mäori language’ was to do ‘nothing’ (21%). Comparatively, only 4 percent of 

Mäori responded to this statement. Despite the strong theme from non-Mäori of not wanting 

to do anything to support Mäori language development, there was also positive feedback that 

overall suggests that the non-Mäori population are receptive to the idea of contributing in some 

form to Mäori language revitalisation. The four most common themes slanted positively towards 

Mäori language revitalisation were: 

• 24% indicated an interest to learn Mäori – compared to 40% Mäori; 

• 16% indicated an interest to learn to pronounce Mäori words and place names – compared to 

5% Mäori; 

• 17% indicated an interest to have a positive attitude towards Mäori language being spoken – 

compared to 9% Mäori; and 

• 12% indicated an interest to support and encourage kids and others to learn and speak Mäori 

– compared to 26% Mäori. 

The Mäori population were less likely than the non-Mäori population to personally express an 

interest to learn correct pronunciation of the Mäori language. Likewise, results for the Mäori 

population indicate less interest in fostering positive attitudes towards the Mäori language. Both 

observations seem to contradict the overall strong support of the Mäori population to increase 

language use. These findings may in fact indicate an assumption by the Mäori population that 

their pronunciation of the Mäori language is already sufficient and does not need extra attention. 

With the issue of positivity towards the Mäori language, it is possible that the Mäori population 

consider this as being secondary to language use and therefore more greatly concerns the non- 

Mäori population – who are less active learners and speakers of the Mäori language. 


Table 17: Responses to the question ‘what do you believe you personally should do to support the 

Mäori language’ – non-Mäori and Mäori 

% in following answer clusters: Non-Mäori 

500 

% 

Mäori 

1031 

% 

Learn Mäori 24 40 

Learn to pronounce Mäori words and place names 16 5 

Speak Mäori more often (generally) 7 23 

Speak Mäori in the home 2 8 

Speak Mäori in public places (e.g. supermarket) 0 2 

Speak Mäori in the community (e.g. meetings) 1 3 

38 

Speak Mäori at work, in workplaces 2 3 

Have a positive attitude towards Mäori language being spoken 17 9 

Be familiar with Mäori customs 5 4 

Support and encourage kids and others to learn and speak Mäori 12 26 

Respect/Accept the language 4 1 

Use and support the media for Mäori learning/issues, etc. 1 1 

Support/encourage/promote new and old initiatives 3 4 

Bi-lingual/dual cultures – learn and understand each other 2 1 

Fundraise/support financially 1 0 

Be proactive – lobby Government for more funding/make Mäori 

language compulsory in schools 

0 0 

Other 3 4 

Nothing 21 4 

Don’t know 8 7 

Refused 0 0 



Knowledge about the Mäori Language 

The Mäori and non-Mäori population have similar perceptions of which people are proficient 

Mäori speakers. Table 18 lists the 8 most prominent results for non-Mäori; it does not include all 

answers for this question. An interesting difference between non-Mäori and Mäori responses for 

this question were the results for the ‘Mäori people’ cluster – 62% of the non-Mäori population 

believed that ‘Mäori people’ can hold a conversation about lots of everyday things, compared to 

42% of the Mäori population. This suggests that the non-Mäori population are more likely to 

believe Mäori are more proficient then the Mäori population themselves do. 

Table 18: Responses to the question ‘which people in particular can hold a conversation about lots of 

everyday things in Mäori’ – non-Mäori and Mäori 16 

% in following answer clusters: Non-Mäori 

500 

% 

Mäori people 62 42 

Mäori 

1031 

% 

39 

People who grew up speaking Mäori/in Mäori speaking families 12 19 

People who have taken Mäori lessons/are learning Mäori 12 11 

Mäori students (school/university etc.) 6 9 

Older Mäori adults/elders 12 18 

Kaumätua, Kuia 6 13 

Student (school, university etc.) 11 9 

Academics/teachers/pre-school teachers 23 14 


16 This data includes answers received when a prompting question was asked: Q8 – ‘Are there any other people’ 


40 

Summary 

The findings for Mäori ‘cultural developers’ and non-Mäori ‘passive supporters’ are similar and 

support the overall positive trend of many of the results in this report. Similarly, non-Mäori 

and Mäori both responded positively to most of the attitudinal statements. However, striking 

differences between the two sample groups include, for example, non-Mäori were far less likely 

to want to be involved with things to do with Mäori culture or place a high priority on learning 

the Mäori language. 

The Mäori population strongly support efforts to revitalise the Mäori language. Similarly, the 

non-Mäori population were also supportive of Government efforts, but were less likely to favour 

Government initiatives to encourage language use, signage in Mäori and English, and increasing 

the capacity of Government departments to conduct business in Mäori, if necessary. 

Despite much lower overall involvement from non-Mäori in Mäori language and cultural 

activities, non-Mäori are not completely disinterested. Non-Mäori are in fact participating in 

Mäori ceremonies, events, and shows that to some degree are grounded in Mäori protocol. 

Unfortunately it’s not clear what the reasons are for non-Mäori participating in these 

ceremonies, events etc. Involvement may or may not be based on interest and/or commitment to 

learning more about the Mäori language and culture. 

Another area non-Mäori are showing interest in is the Mäori Television Service. This is 

significant, given that the decision to watch a specific programme or channel is not dictated to 

the viewer. Response percentages for these areas were not as high as Mäori, but still significant 

within the non-Mäori population. The lack of involvement by the non-Mäori population in Mäori 

language and culture related activities i.e. read Mäori magazines/books, listen to iwi radio is 

substantial. That being said, there is a greater opportunity to attract non-Mäori interest in the 

Mäori language by targeting and building on the platform established by Mäori television. 


C h a n g e s i n A t t i t u d e s , 

V a l u e s a n d B e l i e f s – 

2000, 2003, 2006 and 2009

Changes in Attitudes, Values and 

Beliefs – 2000, 2003, 2006 and 2009 

42 

This section compares the results of the 2000, 2003, 2006 and 2009 Surveys of Attitudes, Values 

and Beliefs Towards the Mäori Language. It reports on changes over time in: 

• Values; 

• Attitudes; and 

• Participation in Mäori language and culture related activities. 

Changes in Values 2000-2009 

One way of determining a shift of values towards the Mäori language is to examine movements 

in segmentation groups for Mäori and non-Mäori. Table 19 shows that in recent times, there 

has been an increase in the percentage of ‘cultural developers’ in the Mäori population. This 

is significant, given that ‘cultural developers’ are important for the continued growth and 

development of the Mäori language in New Zealand. 

The percentage of ‘Mäori only’ in the Mäori population has fluctuated over the last nine years. In 

2003, the percentage of ‘Mäori only’ increased by 7 percent points (to 27%). This increase may 

have been due to the momentum built with the refinement of the Government’s 2003 Mäori 

Language Strategy. A number of discussion forums and community consultation hui were held 

leading up to the launch of the strategy. 

The percentage of ‘uninterested Mäori’ in the Mäori population has reached a plateau. The 

percentage of ‘uninterested Mäori’ has not changed considerably since 2003, with only a 1 

percent point increase in 2009. 

The cells in the 2009 columns of Table 19, Table 20, Table 21, Table 22 and Table 23 are 

highlighted. Highlights are distinguished as follows: 

Blue – indicates that there has been an overall decrease in response percentages; 

Light grey – indicates that there has been an little to no change; and 

Grey – indicates that there has been an overall increase in response percentages. 


Table 19: Mäori population segmentation by values – 2000, 2003, 2006 and 2009 

43 

% in each segment Mäori 2000 

611 

% 

Mäori 2003 

1017 

% 

Mäori 2006 

1002 

% 

Mäori 2009 

1027 

% 

Cultural developers 68 66 70 74 

Mäori only 17 20 27 23 17 

Uninterested Mäori 18 11 7 7 8 


Key: 

= overall downwards trend = generally flat trend = overall upwards trend 

The percentage of ‘passive supporters’ in the non-Mäori population has increased similarly, to Mäori 

‘cultural developers’, since 2000. The 2003 survey saw the percentage of ‘passive supporters’ climb 

11 percent points, and a further 5 percent points in 2006. Both ‘non-Mäori only’, and ‘uninterested 

non-Mäori’ percentages have decreased. The percentage of ‘non-Mäori only’ has experienced 

a 4 percent point reduction for the period 2000-2009. ‘Uninterested non-Mäori’ percentages 

have decreased by 17 percent points. The ‘passive supporters’ and ‘uninterested non-Mäori’ have 

undergone the most dramatic changes across all the Mäori and non-Mäori segmentation groups. 

Table 20: Non-Mäori population segmentation by values – 2000, 2003, 2006 and 2009 

% in each segment Non-Mäori 2000 

721 

% 

Non-Mäori 2003 

511 

% 

Non-Mäori 2006 

495 

% 

Non-Mäori 2009 

500 

% 

Passive supporters 49 60 65 71 

English only 19 12 12 8 8 

Uninterested 20 39 28 27 22 


Key: 


17 In 2000 this group was ‘By Mäori, for Mäori’ 

18 In 2000 this group was ‘Disinterested’ 

19 In 2000 this attitudes survey group was labelled ‘Extremists’ 

20 in 2000 this attitudes survey group was labelled ‘Disinterested’ 

C h a n g e s i n A t t i t u d e s , V a l u e s a n d B e l i e f s – 2 0 0 0 , 2 0 0 3 , 2 0 0 6 a n d 2 0 0 9

Changes within non-Mäori segmentations have undoubtedly been affected by increased awareness 

and interest in the Mäori language. The official presence of the Mäori language in New Zealand 

law and Government services has contributed towards the increased status of the Mäori language. 

Some of the Government lead initiatives/strategies that occurred during the 2003-2009 period include: 

• The establishment of the Mä Te Reo fund in 2002 21 ; 

• The launch of the 2003 Mäori Language Strategy; 

• The launch of the 2003 Mäori Television Service Act; 

• The commencement of Mäori Television channel broadcasts in March 2004; 

• The inaugural Mäori Language Week Awards in September 2004; 

• The receipt of additional funding to Te Mängai Päho to support iwi radio in May 2005; 

• The review of the Mäori Language Strategy in 2008; and 

• The review of the Mäori Television Service Act in 2008. 

44 

The legislation of the Mäori language into New Zealand law is significant, but is only a part 

of a much larger concentrated effort that this necessary for the Mäori language to flourish 

throughout New Zealand. The effort and commitment of language supporters and speakers in 

the community and home are vital. Government legislation can assist by providing a framework 

from which different institutes, organisations, and groups can interconnect, however without the 

promotion of the Mäori language in the home and wider community, any efforts to normalise 

the use of the Mäori language are that much more difficult to actualise. 

The increasing support of non-Mäori towards the Mäori language is further emphasised by 

non-Mäori opinions about the frequency of Mäori language use in New Zealand. Figure 6 shows 

that non-Mäori perceptions of the need for more Mäori language to be spoken have increased 

steadily from 30 percent in 2003 to 38 percent in 2009. Mäori response percentages to this 

question have fluctuated, but not significantly. 

The question, ‘do you personally think there is more than enough, enough or not enough Mäori 

being spoken’ was not asked in the 2000 survey. 

Figure 6: Percent of Mäori and non-Mäori who held that not enough Mäori is currently being spoken 

– 2003, 2006, 2009 

80 

70 

67% 

71% 

68% 

60 

F I G U R E 6 

P E R C E N T A G E ( % ) 

50 

40 

30 

30% 

31% 

38% 

Mäori population 

non-Mäori population 

20 

10 

0 

not enough 

2003 

not enough 

2006 

not enough 

2009 

Total non-Mäori: 2003 n=511; 2006 n= 495; and 2009 n=500 

Total Mäori: 2003 n=1017; 2006 n=1002; and 2009 n=1027 

21 In 2009 the following statement was added: ‘It is a good thing Mäori people speak Mäori at home’. This statement is not 

included in this table as there is no data from earlier surveys to directly compare it against. 


Changes in Attitudes 2000-2009 

Data from the four surveys show gradual increases towards greater support for Mäori language 

revitalisation. Results for Mäori and non-Mäori respondents, in Table 21, show increases in areas 

that support language revitalisation, and lower response percentages for opinions that do not 

support language revitalisation. 

Over the years, comparative results for Mäori and non-Mäori respondents have in general 

trended in the same directions i.e. both Mäori and non-Mäori have indicated, over time, more 

positive opinions about most statements. However, during the 10 year period of analysis, Mäori 

responses have not changed significantly between 2003 and 2009. Having said that the response 

percentages for a number of these attitudinal statements is high (greater than 90%), therefore 

limiting the ability for continued noticeable growth. 

Data indicates that Mäori and non-Mäori respondents are becoming more accepting of Mäori 

language use in front of people who are less proficient, and therefore possibly more accepting 

of the use of Mäori in everyday situations. This demonstrates progress, albeit early, towards 

normalising the use of Mäori language in New Zealand. This was reinforced with increased 

support for statements regarding: 

45 

• The use of Mäori in public situations; 

• Mäori people encouraged to learn the Mäori language themselves; 

• Some Mäori language education compulsory for Mäori children; and 

• Respect for fluent speakers. 

Non-Mäori results also showed an upwards trend for the support of some Mäori language 

education for all children, with 64 percent support in 2009 – compared to 68 percent of Mäori 

respondents. This highlights a shared and increasing cross-cultural belief that Mäori language 

education is beneficial for all New Zealand children. 


Table 21: Attitudinal statements about Mäori language – Mäori and non-Mäori 2000, 2003, 2006 

and 2009 22 


2000 

611 

% 

Mäori 

2003 

1017 

% 

Mäori 

2006 

1005 

% 

Mäori 


1031 

% 

Non-Mäori 

2000 

721 

% 

Non-Mäori 

2003 

511 

% 

Non-Mäori 

2006 

495 

% 

Non-Mäori 


500 

% 

It is a good thing that Mäori speak Mäori 94 98 98 98 90 95 96 97 

on the marae 23 

It is OK that people greet others in Mäori, 

but they can take it too far 

45 40 43 40 61 51 55 45 

It is a good thing that Mäori people speak 68 89 94 89 40 73 80 77 

street or supermarket 24 

Mäori in public places, such as in the 

46 

It is not right that Mäori speak Mäori in 

front of people who might not understand 

what they are saying 

Well spoken Mäori is a beautiful thing to 

listen to 

36 34 29 31 54 47 43 39 

97 96 95 96 78 82 80 78 

All Mäori should make an effort to learn 63 77 77 75 51 55 57 66 

Mäori themselves 25 

I have a lot of respect for people who can 

speak Mäori fluently 

89 94 93 95 74 84 81 87 

Some Mäori language education should be 41 66 61 61 21 54 43 58 

compulsory in school for Mäori children 26 

Some language education should be 

compulsory in school for all children 

- 67 65 68 - 54 56 64 


Key: 


Attitudes towards Government involvement in Mäori language revitalisation are presented in 

Table 22. Over the years there have been a number of changes with the statements posed in this 

section of the survey. Only comparable statements are listed in Table 22, however a full list of 

the statements and results from 2000-2009 are provided in Appendix 5. 

Findings for non-Mäori respondents showed increased positive opinions about the involvement 

of Government in Mäori language revitalisation. Increases were registered across all the 

comparable statements, with increases ranging from 7 percent to 39 percent. The most 

significant increase was for the statement ‘The Government should encourage the use of Mäori 

in everyday situations such as in the home or at the marae’ 27 – the response percentage for 

non-Mäori in 2000 was 25 percent. This increased to 64 percent in 2009. Mäori showed similar 

movement for this statement during the 2000-2009 period, with 58 percent in 2000 and 81 

percent in 2009, however results for the last three surveys have not changed considerably – 82 

percent in 2003, 81 percent in 2006 and 81 percent in 2009. The sharp increase between 2000 

and 2003 coincides with the launching of the Government’s 2003 Mäori Language Strategy. 

Coupled with the launching of the strategy, the importance of Mäori language use in the home 

and the community was stressed and discussed across a range of different forums. 

22 In 2009 the following statement was added: ‘It is a good thing that Mäori people speak Mäori at home’. This statement is not 

included in this table as there is no data from earlier surveys to directly compare it against. 

23 In 2000, 2003 and 2006 this statement read: ‘It is a good thing that Mäori people speak Mäori on the marae and at home’. 

24 In 2000 this read: ‘It is a good thing that Mäori people speak Mäori in public places or at work’ 

25 In 2000 and 2003 this read: ‘All Mäori should make an effort to learn to speak Mäori themselves’. 

26 In 2000 this read: ‘Mäori language should be a compulsory school subject for Mäori children’ 

27 In 2000 this read: ‘The Government should encourage the use of Mäori in everyday situations such as homes and the 

community’ 


Table 22: Attitudes toward Government involvement in the Mäori language – Mäori and non-Mäori 

2000, 2003, 2006 and 2009 


2000 

611 

% 

Mäori 

2003 

1017 

% 

Mäori 

2006 

1005 

% 

Mäori 


1031 

% 

Non-Mäori 

2000 

721 

% 

Non-Mäori 

2003 

511 

% 

Non-Mäori 

2006 

495 

% 

Non-Mäori 


500 

% 

The Government should encourage the use 58 82 81 81 25 61 59 64 

the home or at the marae 28 

of Mäori in everyday situations such as in 

The Government should encourage the use 

of Mäori in ceremonial occasions such as 

public welcomes for dignitaries 

It would be good if Government 

Departments could conduct business in 

Mäori if requested 

87 91 91 91 69 82 75 81 

74 82 80 79 48 55 54 55 

The Government’s support of Mäori radio 

stations is a good thing 

It is important that the Government takes 

a role in recording how well the Mäori 

language is doing 

It is only right that signage is in both 

Mäori and English 

- 93 95 94 - 73 75 85 

77 88 88 91 53 71 76 79 

- 77 78 74 - 48 54 59 

47 


Key: 


28 In 2000 this read: ‘The Government should encourage the use of Mäori in everyday situations such as homes and the community’ 


Changes in Participation in Mäori Language and Culture Related 

Activities 2000-2009 

During the 10 year period of analysis the overall participation of Mäori and non-Mäori 

respondents in Mäori language and cultural activities has increased. The most significant 

increases were registered by non-Mäori in areas relating to technological advancements and 

exposure to Mäori language and culture. Viewership of Mäori Television increased from 10 

percent in 2006 to 26 percent in 2009. Likewise, use of Mäori language and culture websites 

increased. Te Reo television channel was not broadcasting in 2006, but in 2009, 13 percent of 

the non-Mäori respondents indicated that it was an activity they engaged in. 

The only substantial decrease in participation results was for Mäori respondents who indicated 

that they listen to iwi radio, from 38 percent in 2000 to 30 percent in 2009. 

48 

With the exception of the previously noted results, there have not been significant changes for 

most results for either Mäori or non-Mäori between 2006 and 2009. 

Table 23: Participation in selected language and culture related activities – non-Mäori 2000, 

2006 and 2009 

% Often/very often Mäori 

2000 

611 

% 

Mäori 

2006 

1005 

% 

Mäori 


1031 

% 

Non-Mäori 

2000 

721 

% 

Non-Mäori 

2006 

495 

% 

Non-Mäori 


500 

% 

Read/browse Mäori magazines (e.g. Tü mai, Mana) 41 50 39 3 3 3 

Listen to Iwi Radio (Mäori Radio) 38 40 30 4 4 3 

Watch or listen to the Mäori Television Station - 62 63 - 10 26 

Watch or listen to the Te Reo television channel 29 - - 50 - - 13 

Access websites about Mäori culture 30 - 27 31 - 3 6 

Access websites that contain Mäori language 

- 27 31 - 3 9 

resources 31 

Attend ceremonies or events with Mäori 

48 55 56 11 26 23 

welcomes and speeches 32 

Visit Mäori art, culture or historical exhibits 30 41 40 11 16 21 

Go to kapa haka or Mäori culture group concerts 40 42 41 6 8 7 

Go to a marae 59 63 58 5 6 8 


Key: 


Comparisons cannot be made between Mäori language and culture related activity data from the 

2000, 2006 and the 2009 surveys and the 2003 survey. Responses sought for the 2003 survey 

were different. Appendix 6 compares the requested responses for the 2003 survey, and the 2000, 

2006 and 2009 surveys. 

29 In the 2000 survey a similar statement read: ‘Watch or listen to Mäori news’. The interpretation of this statement does not 

capture recent advancements in Mäori broadcasting i.e. internet, and the establishment of the Mäori Television station and the 

Te Reo television channel.In the 2006 survey this statement read: ‘Access Mäori language or culture websites’. 

30 This statement was added for the 2009 survey.This statement was excluded from the 2009 survey. 

31 In the 2006 survey this statement read: ‘Access Mäori language or culture websites’.In 2006 this read: ‘The Government should 

encourage the use Mäori in everyday situations such as homes and the community’ 

32 In the 2006 survey this statement read: ‘Access Mäori language or culture websites’.In 2006 this read: ‘The Government should 

encourage the use Mäori in everyday situations such as homes and the community’ 


Summary 

There have been a number of positive gains made for Mäori and non-Mäori attitudes, values and 

beliefs towards the Mäori language, all of which provide greater traction for efforts to revitalise 

the Mäori language. An analysis of data from the 2000, 2003, 2006 and 2009 Surveys of 

Attitudes, Values and Beliefs Towards the Mäori Language shows there has been an increase in 

the percentage of ‘cultural developers’ amongst Mäori respondents. Likewise non-Mäori ‘passive 

supporters’ have also increased and ‘uninterested non-Mäori’ numbers have decreased. Positive 

movement towards fast tracking Mäori language revitalisation has occurred in Mäori and non- 

Mäori segmentation groups, but most significantly with non-Mäori. This is beneficial for Mäori 

language revitalisation as it is building a more open and committed environment where Mäori 

language learners are less likely to feel threatened or nervous about using the Mäori language. 

The opinion for there to be more Mäori language use is strong, but seems to have reached a 

plateau. Non-Mäori interest in the need for more Mäori to be spoken has steadily increased. 

Interestingly, Mäori opinions as to whether ‘not enough’ Mäori language is being spoken has 

not increased over the 2003, 2006 and 2009 surveys. Both Mäori and non-Mäori share similar 

general perceptions for greater support for Mäori language revitalisation, for example becoming 

more accepting of Mäori language use in front of non-proficient or less proficient speakers. 

Additionally, Mäori and non-Mäori showed increasing support of Mäori language use in public 

situations, Mäori being encouraged to learn the Mäori language, and Mäori language education 

being made compulsory for Mäori students. 

49 

There was also strong support from non-Mäori about the involvement of Government in Mäori 

language revitalisation. This applied to the majority of attitudinal statements about Government 

involvement in Mäori language revitalisation. Non-Mäori perceptions of Government support 

for the use of Mäori language in the home and marae was particularly strong indicating a 

greater interest, albeit passive, in the Mäori language and a more informed understanding of the 

importance of Mäori language use in the home and community. 


50 


a p p e n d i c e s

Appendix 1: 2009 Questionnaire 

52 

ATTITUDES, BELIEFS AND VALUES TOWARDS MÄORI LANGUAGE 

Research New Zealand #3890 

DATE: 2009 

Introduction for random sample 

Good morning/afternoon/evening, my name is Î from Research New Zealand. 

Recently, Te Puni Kökiri, the Ministry of Mäori Development, sent your household a letter about 

research we are conducting on their behalf about New Zealanders’ attitudes to the Mäori 

language. 

Could I please speak with the person living in your home who has the next birthday and is 15 

years of age or more 

Introduction for Maori sample 

Good morning/afternoon/evening/Tena koe, my name is Î from Research New Zealand. 

Recently, Te Puni Kökiri, the Ministry of Mäori Development, sent your household a letter about 

research we are conducting on their behalf about New Zealanders’ attitudes to the Mäori 

language. 

Could I please speak with the person living in your home who has the next birthday and is 15 

years of age or more 

If necessary: 

This research takes about 20 minutes. When would suit, or is now a good time 

Make appointment 

Reintroduce as necessary 

Good morning/afternoon/evening, my name is Î from Research New Zealand. We are conducting 

research on behalf of Te Puni Kökiri, the Ministry of Mäori Development, about New Zealanders’ 

attitudes to the Mäori language. This research takes about 20 minutes. When would suit, or is 

now a good time 


Background information only if needed: 

53 

This is genuine market research. I’m not selling anything. 

Information provided is confidential. We report summary results about groups; we do not 

identify which individuals have said what. 

The sample for this survey was randomly selected from the electoral rolls, and the phone 

numbers from the white pages. 

Read 

As part of our quality improvement process, my Supervisor may listen to this call. 

Q1 Before we begin, can you please tell me which ethnic group you belong to You may belong 

to more than one. Code many Read 

1..........Mäori Mäori quota 

2..........New Zealand European 

3..........Samoan 

4..........Cook Island Mäori 

5..........Tongan 

6..........Niuean 

7..........Chinese 

8..........Indian 

96....... Other Specify 

99....... Refused ;E Terminate 1 

Q2 And which of the following age groups do you come into Read 

1..........15–24 

2..........25–34 

3..........35–44 

4..........45–59 

5..........60+ 

99....... Refused **Do not read** 

If from Mäori sample but do not identify as Mäori, Terminate 2 

A p p e n d i x 1 : 2 0 0 9 Q u e s t i o n n a i r e

Terminate 1: Thank you for your time, but for this particular survey we need to know your 

ethnicity. 

Terminate 2: Thank you for your time, but we have already spoken to enough people in your 

particular group. 

Q3 The rest of this interview is about your awareness and opinions on the use of the Mäori 

language in New Zealand. Your answers will feed into the Government’s planning and policy 

development, so it is important that everyone has their say. Are you happy to continue 

1..........Yes, continue 

99....... Refuse topic Terminate 3 

Terminate 3: That’s fine. Thank you for your time. 

54 

Q4 First of all, I would like to read you a number of statements that other people have made 

about the Mäori Language and culture in general. RND 

Could you tell me if you personally agree or disagree with each statement. 

Probe Is that strongly agree/disagree or just agree/disagree RND 

If necessary: I understand that you have that opinion - we need to collect information from 

people with all types of opinions. 

Strongly 

disagree 

Disagree Neutral Agree Strongly 

agree 

Depends 

Don’t 

know 

Refused 

a. No matter if you are Mäori or Päkehä, 

Mäori culture is a part of everyone’s 

heritage 

b. I personally feel I can learn a lot from 

all of the different ethnic groups in New 

Zealand 

c. New Zealand would be a better place if 

there weren’t so many people of so many 

different ethnicities 

d. I really want to be involved in things to 

do with the Mäori culture 

e. I believe Mäori should have special 

rights 

f. The more New Zealanders that 

understand the Mäori culture the less 


g. Learning Mäori is a very high priority 

for me 

h. Talk about Mäori rights gets me really 

fired up 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

Q5 Now, I would like to ask you what you know about how the Mäori Language is used in New 

Zealand at the moment. In your opinion, out of every 100 New Zealanders, about how many 

would you say can speak at least a few words and phrases of Mäori. 

Q5a If 98 at Q5 ask: As a rough estimate, would you say that it would be about 10 people in 

every 100 If no Prompt More than this Less than this 

Q6 And as a comparison, for every 100 New Zealanders, about how many would you say can 

hold a conversation about lots of everyday things in Mäori 


Q6a If 98 at Q6 ask: As a rough estimate, would you say that it would be about 10 people in 

every 100 If no, Prompt More than this Less than this 

Words/phrases 

Conversation 

None 0 0 

Less than one 1 1 

1 or 2 2 2 

3 to 5 3 3 

6 to 10 4 4 

11 to 15 5 5 

16 to 20 6 6 

21 to 30 7 7 

31 to 40 8 8 

55 

41 to 50 9 9 

51 to 60 10 10 

61 to 70 11 11 

71 to 80 12 12 

81 to 90 13 13 

91 to 100 14 14 

Refused 99 99 

Don’t know 98 Q5a 98 Q6a 

Prompt 

Q5a 

Words/phrases 

Q6a 

Conversation 

More than 50 15 15 

More than 80 16 16 

Less than 30 17 17 

Less than 10 18 18 

IF GIVE DETAILED ANSWER CODE IN TOP OF TABLE 

Still don’t know 98 98 

Other Specify 96 96 


Q7 Which people in particular can hold a conversation about lots of everyday things in Mäori 

Code first mentioned 

Q8 Are there any other people (If unclear whether referring to Mäori or not prompt) 

What types of people /schools/children Do not read 

First mentioned 

All mentioned 

Code many 

Mäori domain 

Mäori people 1 1 

People who grew up speaking Mäori/ in Mäori speaking families 2 2 

Mäori children 3 3 

Tamariki 4 4 

56 

Mäori teenagers/young adults 5 5 

Rangatahi 6 6 

People who go to Mäori pre-school 7 7 

Köhanga reo 8 8 

People who went to total immersion schools 9 9 

Kura Kaupapa Mäori 10 10 

People who have taken Mäori lessons 11 11 

Mäori students (school/university etc.) 12 12 

Older Mäori adults/elders 13 13 

Kaumätua, Kuia 14 14 

Non-Mäori domain 

Students (school/university etc.) 15 15 

Academics/teachers/pre-school teachers 16 16 

Non-Mäori in general 17 17 

People working in Government departments, Parliament 18 18 

The Media 19 19 

Other 1 Specify 20 20 


None 97 Q9 97 ;E 

Don’t know 98 Q9 98 ;E 

Refused 99 Q9 99 ;E 


Q9 Where do you think these people usually speak Mäori, and again I mean whole conversations 

not just Mäori greetings Prompt In what places and situations Code first mentioned 

Q10 Anywhere else If unclear whether referring to Mäori or not, prompt What types of schools/ 

places If given region or city, prompt Where, in what situations in that city/region Probe to no 

First mentioned 

All mentioned 

Code many 

Mäori domain 

Homes (Mäori Families) 1 1 

Mäori Language Schools 2 2 

Kura Kaupapa Mäori 3 3 

Pre schools - Mäori 4 4 

Köhanga Reo 5 5 

57 

Marae 6 6 

Hui 7 7 

TV programme (Mäori ones) 8 8 

Iwi Radio/Mäori radio stations 9 9 

Mäori funerals 10 10 

Tangi 11 11 

Non-Mäori domain 

Other schools 12 12 

Homes - in general 13 13 

At work, in workplaces 14 14 

Church 15 15 

Civic occasions/National occasions / National sports fixtures 16 16 

Government Departments/Parliament 17 17 

Other TV programmes 18 18 



None 97 Q11 97 ;E 

Don’t know 98 Q11 98 ;E 

Refused 99 Q11 99 ;E 


Q11 In your opinion, in the last 5 years, has there been an increase or a decrease in the number 

of Mäori who speak Mäori as their first language 

Probe Is that a large increase/decrease or a small increase/decrease 

1..........Large increase 

2..........Medium increase 

3..........Small increase 

4..........No change 

5..........Small decrease 

6..........Medium decrease 

7..........Large decrease 

98....... Don’t know 

58 

99....... Refused 

Q12 And, in your opinion, in the last 5 years, has there been an increase or a decrease in the 

number of people learning to speak Mäori 

Probe Is that a large increase/decrease or a small increase/decrease 

1..........Large increase 

2..........Medium increase 

3..........Small increase 

4..........No change 

5..........Small decrease 

6..........Medium decrease 

7..........Large decrease 

98....... Don’t know 

99....... Refused 

Q13 Thinking about the current situation in New Zealand, with both the amount of Mäori 

language spoken and the places you see and hear Mäori, do you personally think there is more 

than enough, enough or not enough Mäori being spoken 

1..........More than enough 

] Q14a 

2..........Enough 

] Q14b 

3..........Not enough 

] Q14c 

98....... Not really sure/Don’t know ] Go to 0 

99 ...... Refused ] Go to 0 


Q14 What makes you say that Code many Probe to no Do not read 

Q14a More than enough 

Creates more Mäori radicals 1 

Good to a point, but shouldn’t be compulsory 2 

Not a great need for it/not global 3 

Not fair to other minorities in NZ 4 

Other Specify 96 

Don’t know 98 ;E 

Refused 99 ;E 

Q14b Enough 

Creates more Mäori radicals 1 

Good to a point, but shouldn’t be compulsory 2 

59 

Not a great need for it/not global 3 

Not fair to other minorities in NZ 4 

It’s at a good level, not over the top 5 

It’s a cultural presence 6 

Lots of people can speak it now 7 

The opportunities are there to learn Mäori if interested 8 



Refused 99 ;E 

Q14c Not enough 

It’s valuable/don’t want it to be lost/be forgotten 1 

Brings cultures together/could communicate better/more understanding 2 

It is an official language of NZ/part of NZ 3 

Our identity/culture 4 

Important for younger generation/know their roots/more respect 5 

Gives mana 6 



Refused 99 ;E 


Q15 Where do you believe people should speak Mäori By this I mean whole conversations, 

not just Mäori greetings Prompt In what places and situations Anywhere else Probe to no 

Code many 

If unclear whether referring to Mäori or not Prompt What types of places (schools, homes etc) 

If given region or city, Prompt Where, in what situations in that city/region 

Mäori domain 

Homes (Mäori Families) 1 

Mäori Language Schools – Kura Kaupapa Mäori 2 

Mäori Pre-schools – Köhanga Reo 3 

Marae 4 

Hui 5 

60 

TV programmes (Mäori ones) 6 

Iwi Radio/Mäori radio stations 7 

Mäori funerals - Tangi 8 

Non Mäori domain 

Other schools 9 

Homes - in general 10 

At work, in workplaces 11 

Church 12 

Civic occasions/National occasions/National sports fixtures 13 

Government Departments/Parliament 14 

Other TV programmes 15 


None 97 ;E 


Refused 99 ;E 


Q16 Thinking about the Mäori language in New Zealand, could you describe to me what you 

believe Mäori should do to support the Mäori language Code many Probe to no Do not read 

Learn Mäori at pre-schools, school or tertiary level 1 

Learn Mäori from the local marae or Mäori community 2 

Learn Mäori from family and friends 3 

Be able to pronounce Mäori words and place names 4 

Have positive attitudes towards Mäori language being spoken 5 

Be familiar with Mäori customs 6 


Speak Mäori in the home 8 

Speak Mäori in public places (e.g. supermarket) 9 

61 

Speak Mäori in the community (e.g. meetings) 10 

Speak Mäori at work, in the workplace 11 


Nothing 97 ;E 


Refused 99 ;E 

Q17 What about non-Mäori What do you believe non-Mäori should do to support the Mäori 

language in New Zealand Code many Probe to no Do not read 

Learn Mäori customs at pre-school, school and tertiary level 1 

Learn Mäori at pre-schools, school or tertiary level 2 

Learn Mäori from family and friends 3 

Be able to pronounce Mäori words and place names 4 

Have positive attitudes towards Mäori language being spoken 5 


Speak Mäori 7 


Nothing 97 ;E 


Refused 99 ;E 


Q18 And what do you believe you personally should do to support the Mäori language 

Code many Probe to no 

Learn Mäori (Probe: is that conversational Mäori) 1 

Learn how to pronounce Mäori words and place names 2 


Speak Mäori in the home 4 

Speak Mäori in public places (e.g. supermarket) 5 

Speak Mäori in the community (e.g. meetings) 6 

Speak Mäori at work, in workplaces 7 

Have a positive attitude towards Mäori language being spoken 8 

62 



Nothing 97 ;E 


Refused 99 ;E 


Q19 Now I would like to read you a number of statements made about the Mäori language in 

general. Could you tell me if you agree or disagree with each statement. 

Probe Is that strongly agree/disagree or just agree/disagree RND Read 

If necessary: I understand that you have that opinion, it is really important that we hear from 


Strongly 

disagree 

Disagree Neither Agree Strongly 

agree 

Depends 

Don’t 

know 

Refused 

a. It is a good thing that Mäori people 

speak Mäori on the marae 

b. It is a good thing that Mäori people 

speak Mäori at home 

c. It is OK that people greet others 

in Mäori, but they can take it too far 

Clarify answer: Do you dis/agree it can 

be taken too far 

d. It is a good thing that Mäori people 

speak Mäori in public places, such as 

in the street or supermarket 

e. It is not right that Mäori speak 

Mäori in front of people who might 


Clarify answer: Do you dis/agree it is 

not right 

f. Well-spoken Mäori is a beautiful 

thing to listen to 

g. All Mäori should make an effort to 

learn to speak Mäori themselves 

h. I have a lot of respect for people 

who can speak Mäori fluently 

i. Some Mäori language education 



j. Some Mäori language education 

should be compulsory in school for all 

children 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

63 


Q20 Thinking about the Government’s involvement in the Mäori language, what do you believe 

the Government should do to support Mäori language in New Zealand Code many 

Help Mäori learn the Mäori language 1 

Help everyone learn the Mäori language 2 

Provide resources (i.e. Mäori dictionaries etc) 3 

Support Maori language education (in schools, communities and/or the workplace) 4 

Encourage the use of Mäori in everyday situations in the home 5 

Encourage the use of Mäori at public events such as sports events, arts and music festival 6 

Encourage the use of Mäori on ceremonial occasions such as public welcomes for dignitaries 7 

Encourage the use of Mäori in everyday situations such as community settings 8 

64 

Conduct business in Mäori, if requested 9 

Continue to support the Mäori TV service 10 

Continue to support Mäori radio stations 11 


Nothing 97 ;E 


Refused 99 ;E 

Q21 Now I would like to read you a number of statements made about the Government’s involvement 

with the Mäori language. Could you tell me if you agree or disagree with each statement. 

Probe Is that strongly agree/disagree or just agree/disagree RND Read 

If necessary: I understand that you have that opinion, it is really important that we hear from 


Strongly 

disagree 

Disagree Neither Agree Strongly 

agree 

Depends 

Don’t 

know 

Refused 

a. The Government should encourage the use of 

Mäori in everyday situations such as in the home 

or at the marae 

b. The Government should encourage the use of 

Mäori on ceremonial occasions such as public 

welcomes for dignitaries 

c. It would be good if Government Departments 

could conduct business in Mäori if requested 

d. The Government’s support of the Mäori TV 

service is a good thing 

e. The Government’s support of Mäori radio 


f. It is important that the Government takes a 

role in recording how well the Mäori language 

is doing 

g. It is only right that signage is in both Mäori 

and English. Clarify: This is public signage 

h. The Government should provide resources to 

help people learn the Mäori language 

i. Support Maori language education (in schools, 

communities and/or the workplace) 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 


Q22 In which languages, other than English, can you personally have a conversation about a lot 

of everyday things If necessary: What about other languages Code many 

1..........Mäori 

2..........Samoan 

3..........Other Specify 

4..........None (English only) 

Q23 Have you ever learnt, or are you currently learning, the Mäori language, yourself 

This could include making efforts to learn from friends, family and colleagues. 

Probe for clear answer Code the first option they say yes to 

1..........Yes, currently learn formally (school, course etc.) 

2..........Yes, have learnt in past formally (school, course etc.) 

3..........Yes, currently learn informally (friends, family, colleagues etc.) 

4..........Yes, have learnt in past informally (friends, family, colleagues etc.) 

5..........No, not ever 

99....... Refused 

65 

Q24 Aside from the opportunities at schools or other educational institutions, which of the 

following have you done or taken part in that encourages the use of the Mäori language 

Code many Read 

1..........Taken part in immersion wänanga 

2..........Mäori language clubs 

3..........Kaumätua mentor home visits 

4..........Language hui 

5..........Played Mäori language games 

6..........Attended Mäori language celebratory events/Mäori language week events (e.g. Matariki) 

7..........Attended social or sporting gatherings that are run in reo Mäori 

96.......Other Specify **Do not read** 

97....... None ;E **Do not read** 

98....... Don’t know ;E **Do not read** 

Q25 What particular factors, if any, prevent you or make it difficult to use the Mäori language 

in your home or community Code many 

1..........No one to speak to with same Mäori language fluency 

2..........Embarrassed/whakamä about own ability/might get told off for speaking incorrectly 

3..........Have been speaking Mäori all day at school and want a break 

4..........Don’t want people to recognise or stereotype me as Mäori 

5..........When I’ve spoken Mäori in the community, people have reacted negatively 

6..........I think it’s rude to use a language around others who do not know how to speak it 

7..........It’s not an automatic reaction/everything around me is in English 

8..........Lack of support to learn or speak Mäori in the home or community 

96.......Other Specify 

97....... Nothing/None ;E 

98....... Don’t know ;E 


Q26 Can you tell me how often or rarely you do the following activities. RND Read 

Probe Is that very often/rarely or just often/rarely 

Very 

rarely 

Very 

often 

Never 

Don’t 

know 

Refused 

a. Read/browse Mäori magazines (e.g., Tü Mai, 

Mana) 

1 2 3 4 5 6 98 99 

b. Listen to Iwi Radio (Mäori Radio) 1 2 3 4 5 6 98 99 

c. Watch or listen to the Mäori Television station 1 2 3 4 5 6 98 99 

d. Watch or listen to the Te Reo television 

channel 

1 2 3 4 5 6 98 99 

e. Access websites about Mäori culture 1 2 3 4 5 6 98 99 

66 

f. Access websites that contain Mäori language 

resources 

g. Attend ceremonies or events with Mäori 

welcomes and speeches 

1 2 3 4 5 6 98 99 

1 2 3 4 5 6 98 99 

h. Visit Mäori art, culture or historical exhibits 1 2 3 4 5 6 98 99 

i. Go to Kapa haka or Mäori culture group 

concerts 

1 2 3 4 5 6 98 99 

j. Go to a marae 1 2 3 4 5 6 98 99 

Q27 If 3, 4, or 5 coded for Q26c, ask, else Go Q28. Do you believe the amount of Mäori spoken 

on Mäori Television is… Read 

1..........Too much 


3..........Just right 

98....... Don’t know **Do not read** 


Q28 If 3, 4, or 5 coded in Q26B ask else Go Q29 Do you believe the amount of Mäori spoken on 

Mäori/Iwi radio is… Read 

1..........Too much 


3..........Just right 



Q29 To finish, I have a section of questions about you and your household to make sure we have 

a good cross-section of people in the survey. 

Firstly, which of the following situations best describes your household type Code many Read 

1..........Parent/guardian, with pre-school children 

2..........Parent/guardian with school aged children (under 18) 

3..........Parent/guardian with adult children, living at home 

4..........Couple, no children in the household 

5..........Group flatting together (NOT relatives) 

6..........Single living with parents 

7..........Single living alone 

8..........Extended family - Aunt/Uncle/niece/nephew/cousin/grandparent/grandchildren 


99....... Refused ;E 


Q30 If 1, 2 or 8 in Q29 ask, else go to Q31. Do any of these children living in the household 

currently, or in the past, attend Mäori pre schools or primary schools 

1..........Yes, children did/do now 

2..........Yes, some children did/do now 

3..........None attended 

98....... Don’t know 

99....... Refused 

Q31 If 1 in Q2 ask, else go to Q33. Can I just confirm, are you descended from a Mäori (that is, 

did you have a Mäori birth parent, grandparent or great-grandparent, etc.) 

1..........Yes 

2..........No 

98....... Don’t know 

Q32 If 1 in Q31 ask, else go to Q33. Do you know the name(s) of your iwi (tribe or tribes) 

Record response below, if given 

67 

1..........Yes Specify 

2..........No 

Q33 Are your children, if you have any, of Mäori descent (that is, did they have a Mäori birth 

parent, grandparent or great-grandparent, etc.) 

1..........No children 

2..........Yes, Mäori 

3..........No, not Mäori 

98....... Don’t know 

99....... Refused 

Q34 What is your highest educational qualification Read 

1..........NCEA, School C or other secondary school qualifications 

2..........Polytechnic qualification or Trade Certificate, or 

3..........Bachelors degree or higher 

96.......Other Specify **Do not read** 

97....... None/No qualifications **Do not read** 


Q35 At present, are you ... Read Code first option they say yes to 

1..........Self-employed 

2..........Full time salary or wage earner 

3..........Part time salary or wage earner (less than 30 hrs/week) 

4..........Retired 

5..........Full time home-maker 

6..........Student 

7..........Unemployed 

8..........Other beneficiary 



Q36 If 1, 2, or 3 in Q35, ask, else go to Q37. And what is your current occupation Probe for 

clear answer If retired ask for previous occupation. 

1..........Clerical or sales employee 

2..........Semi-skilled worker 

3..........Technical or skilled worker 

4..........Business manager or executive 

5..........Business owner or self-employed 

6..........Teacher, nurse, police, other trained service worker 

7..........Professional or senior government official 

8..........Labourer, manual, agricultural or domestic worker 

9..........Farm owner or manager 


68 

99....... Refused 

Q37 And which of these best describes your personal income before tax Please include any 

child support, benefits or other income support you may receive. Read 

1..........Under $10,000 

2..........$10,000 but less than $20,000 

3..........$20,000 but less than $30,000 

4..........$30,000 but less than $40,000 

5..........$40,000 but less than $50,000 

6..........$50,000 but less than $60,000 

7..........$60,000 but less than $70,000 

8..........$70,000 but less than $80,000 

9..........$80,000 but less than $90,000 

10.......$90,000 but less than $100,000 

11........$100,000 or more 



Q38 If 99 or 98 in Q37 ask, else go to Q39. Do you have a community services card 

1..........Yes 

2..........No 

98....... Don’t know 

99....... Refused 

Q39 What town or city do you live in 

If necessary: What is the nearest town to you 

1..........Answer Specify 

95.......Not applicable 

98....... Don’t know 

99....... Refused 


Q40 Code respondent’s sex 

1..........Male 

2..........Female 

Q41 Those are all the questions I have. Do you have any other comments you’d like to make 

about the subject of this interview 

1..........Answer Specify 

97....... Nothing 

99....... Refused 

69 

Q42 Can I just note your name in case my supervisor needs to check on the quality of this 

interview 

Record respondents first and last name: 

Thank you very much for your help, my name is “Interviewer” from Research New Zealand. If you 

have enquiries about this survey, please ring the project manager, Shane Palmer, on our toll free 

number: 0800 500 168. (Wellington respondents 499-3088) 

This research is being commissioned by Te Puni Kökiri, the Ministry of Mäori Development, to 

help understand what people think about how the Mäori language should be used and in what 

way its usage might be promoted. If you would like to speak with someone at the Ministry you 

can call Danica Waiti on 04 922 6154. 

STOP TIME: ______ 

DURATION: _____ minutes use “stop time” above & “start time” on front page 

DATE: ___ / ___ / 2000 

INTERVIEWER INITIALS: ______ print neatly so that data entry can read easily. 

INTERVIEWER NUMBER:__________ print neatly so that data entry can read easily. 

PHONE NUMBER:(0___ ) ______________ 

ID NUMBER: _______________ Yes ID Number matches front page 

(Check box if ID Number above is identical to ID Number on front page) 

Have you remembered to code categories on front page Yes 

“I certify that this is a true and accurate record of the interview conducted by me in full 

accordance with the Market Research Code of Practice.” 

INTERVIEWER SIGNATURE: _______________________ 

SUPERVISOR CHECK INITIALS: ______ Print Neatly so that dataentry can read easily. 


Appendix 2: Segmentation value key 

70 

For the pre-research four distinct values segments were formulated to represent the main 

values groupings within the Mäori and non-Mäori populations. The grouping of respondents into 

segments within this framework was seen as the most appropriate mechanism for measuring 

New Zealanders’ values relating to the Mäori language. These four population segments 

were applied to both Mäori and non-Mäori in the pilot survey, and subsequently refined and 

differentiated in the national survey. The key responses used to allocate respondents to the 

segment are in bold type in the table. 

Strongly agree Agree Neither Disagree Strongly disagree 

a. No matter if you are Mäori or Päkehä, 

Mäori culture is a part of everyone’s heritage 

b. I personally feel I can learn a lot from all of 

the different ethnic groups in New Zealand 

Developers Developers Intolerants Intolerants 

Developers Developers Isolates Intolerants Intolerants 

c. New Zealand would be a better place if 

there weren’t so many people of so many 

different ethnicities 

Intolerants Intolerants Developers 

Peacemakers 

Developers 

Peacemakers 

d. I really want to be involved in things to do 

with the Mäori culture 

Developers 

Intolerants –Mäori 

Developers Isolates Isolates Intolerants 

– non-Maori 

e. I believe Mäori should have special rights Peacemakers Peacemakers 

f. The more New Zealanders that understand 

the Mäori culture the less racial tension we 

would have 

Peacemakers Peacemakers Isolates 

g. Learning Mäori is a very high priority for me Peacemakers 

Intolerants -Maori 

Peacemakers Isolates Isolates Intolerants 

– non-Maori 

h. Talk about Mäori rights gets me really 

fired up 

Intolerants Intolerants Isolates 


Appendix 3: 2009 Pre-notification Letter 

20 April 2009 

71 

[NAME] 

[ADDRESS 1] 

[ADDRESS 2] [POSTCODE] 

Tënä koe 

THE MÄORI LANGUAGE IN NEW ZEALAND 

This year we are planning to complete a very important survey on New Zealanders’ attitudes and 

beliefs about the Mäori Language. Both Mäori and other New Zealanders, aged 15 and over, will 

be interviewed by telephone across the country. The survey will update information last collected 

by a similar survey in 2006. 

Everyone who takes part in this survey has been randomly sampled from the electoral rolls. 

Research New Zealand, who conducted the survey in 2006, has been contracted to complete 

this year’s survey. 

One of their interviewers may ring shortly to invite you or someone else in your household to 

complete the survey. The interview will include questions about people’s opinions about the use 

of the Mäori language in public places, as well as in homes, as well as who is learning to speak 

the language, and the support they are getting to do this. The questions are not difficult. 

Taking part in the survey is voluntary and confidential, but because of the importance of this 

research, we hope you or the other person in your household who is selected agrees to complete 

the interview. The interview will take around 15-20 minutes to complete. 

When your household is called, you can ask to be interviewed by an interviewer who is Mäori 

and/or be interviewed in the Mäori language. 

On the back of this letter, for your information, are the answers to some questions that other 

people have asked us about the survey. 

Thank you in advance for your participation. 

Näku noa, nä 

Leith Comer 

Chief Executive 

A p p e n d i x 3 : 2 0 0 9 P r e - n o t i f i c a t i o n L e t t e r

72 

FREQUENTLY ASKED QUESTIONS 

What’s the purpose of the 

survey 

Is Research New Zealand part 

of Te Puni Kökiri 

How did they get my name and 

address 

What’s involved 

How long will the interview 

take 

Is the interview confidential 

Is the interview compulsory 

What if I want to find out 

more about it 

This survey is to monitor changes in New Zealanders’ attitudes 

and beliefs with respect to the Mäori language. The results will 

influence how much money is spent by the Government on 

building up the Mäori language in New Zealand. 

No, Research New Zealand is not part of Te Puni Kökiri. It is an 

independent research company that we have asked to complete 

the survey on our behalf. 

Your name and address was randomly selected along with 

thousands of others from the electoral rolls. 

Your phone number was obtained through Telecom’s white pages. 

One of Research New Zealand’s interviewers may telephone you in 

the next few weeks to randomly select a person in your household 

who we hope will be willing to be interviewed. 

They can ask to be interviewed by an interviewer who is Mäori 

and/or be interviewed in the Mäori language. 

This interview can be arranged at a time that is convenient to 

them. 

No preparation will be required. 

Around 15-20 minutes. 

Yes, it is confidential. Your responses will be grouped together 

with those of all the other people who take part in the survey, so 

that individual responses cannot be identified. 

Research New Zealand is bound by the Professional Code of 

Practice of the Market Research Society of New Zealand, which 

prohibits them from identifying any person who takes part in a 

survey unless they have explicit consent from them to do so. 

No, you don’t have to do the interview. Participation in this survey 

is completely voluntary. 

If you don’t want to be contacted, please call Research New 

Zealand on 0800 500 168 and quote the reference number beside 

your name and address. 

If you have any queries about the survey, please call Shane Palmer 

(Research New Zealand) on 0800 500 168 or Danica Waiti 

(Te Puni Kökiri) on 04 8196090. 


Appendix 4: 2009 Demographic 

Sample Profile 

The following tables provide a demographic profile of the 2009 sample, based on un-weighted 

percentages. In addition to the total sample, profiles are also provided for Mäori and non-Mäori samples. 

73 

Q1. Which ethnic groups do you belong to 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

Mäori 67 100 0 

New Zealand European 58 44 85 

Samoan 1 1 2 

Cook Island Mäori 1 1 0 

Tongan 0 0 0 

Niuean 0 0 0 

Chinese 1 0 1 

Indian 1 0 2 

Other 8 6 11 

Refused 0 0 0 


Q2. Which of the following age groups do you come into 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

15-24 11 11 11 

25-34 12 13 10 

35-44 18 19 17 

45-59 31 30 35 

60+ 28 27 29 

Total 100 100 100 


A p p e n d i x 4 : 2 0 0 9 D e m o g r a p h i c S a m p l e P r o f i l e

Q40. Gender 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

Male 41 40 43 

Female 29 60 57 

Total 100 100 100 


Q29. Which of the following situations best describes your household type 

74 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

Parent/guardian with preschool children 9 9 10 

Parent/guardian with school aged children (under18) 31 33 28 

Parent/guardian with adult children, living at home 17 16 19 

Couple, no children in the household 28 26 33 

Group flatting together (NOT relatives) 1 1 2 

Single living with parents 2 3 2 

Single living alone 10 10 11 

Extended family – Aunt/Uncle/niece/nephew/cousin/ 

grandparent/grandchildren 

7 9 2 

Other 2 3 1 

Refused 0 0 0 


Q30. Do any of these children living in the household currently or in the past attend Mäori preschools 

or primary schools 

Total 

665* 

% 

Mäori 

481 

% 

Non-Mäori 

184 

% 

Yes, children did/do now 23 30 4 

Yes, some children did/do now 9 13 1 

None attended 67 56 95 

Don’t know 1 1 0 

Refused 0 0 1 

Total 100 100 100 

Total may not sum to 100% due to rounding. Note: Sub-sample includes only those who claim they 

have children living in their household. 


Q31. Are you descended from a Mäori (that is did your have a Mäori birthparent, grandparent or 

great-grandparent) 

Total 

1031* 

% 

Mäori 

1031* 

% 

Yes 99 99 

No 0 0 

Don’t know 1 1 

Total 100 100 

Total may not sum to 100% due to rounding. Note: Sub-sample includes only those who claimed they 

were of Mäori ethnicity. 

Q33. Are your children if you have any, descended from a Mäori (that is, did they have a Mäori 

birthparent, grandparent or great-grandparent) 

75 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

No, children 19 18 21 

Yes, Mäori 56 80 7 

No, not Mäori 25 2 72 


Refused 0 0 0 

Total 100 100 100 


Q34. What is your highest educational qualification 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

NCEA, School C or other secondary school 

qualifications 

34 35 32 

Polytechnic qualification or Trade Certificate 22 21 23 

Bachelor degree or higher 23 17 36 

Other 5 6 4 

None/No qualifications 16 21 6 


Total 100 100 100 



Q35. At present are you… 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

Self-employed 12 10 14 

Full time salary or wage earner 42 45 37 

Part time salary or wage earner (less than 30 hrs/ 

week) 

12 10 16 

Retired 15 14 17 

Full time home-maker 5 5 6 

Student 7 8 6 

76 

Unemployed 2 3 2 

Other beneficiary 4 5 2 

Refused 0 0 0 

Total 100 100 100 


Q36. And what is your current occupation 

Total 

1010 

% 

Mäori 

674 

% 

Non-Mäori 

336 

% 

Clerical or sales employee 7 6 7 

Semi-skilled worker 2 2 1 

Technical or skilled worker 10 10 11 

Business manager or executive 5 5 6 

Business owner or self-employed 3 2 4 

Teacher, nurse, police, other trained service worker 17 17 18 

Professional or senior Government official 5 4 5 

Labourer, manual, agricultural or domestic worker 8 9 5 

Farm owner or manager 1 0 3 

Other 42 44 39 

Refused 0 0 0 

Total 100 100 100 

Total may not sum to 100% due to rounding. Note: Sub-sample includes only those who claimed they 

were working (either self-employed, full-time, or part-time). 


Q37. And which of these best describes your personal income before tax Please include any child 

support benefits or other support you may receive. 

Total 

1531 

% 

Mäori 

1031 

% 

Non-Mäori 

500 

% 

Under $10,000 12 12 12 

$10,000 but less than $20,000 13 12 15 

$20,000 but less than $30,000 12 13 10 

$30,000 but less than $40,000 11 13 9 

$40,000 but less than $50,000 10 11 9 

$50,000 but less than $60,000 10 9 10 

$60,000 but less than $70,000 7 7 8 

77 

$70,000 but less than $80,000 4 4 5 

$80,000 but less than $90,000 3 3 4 

$90,000 but less than $100,000 2 2 3 

$100,000 or more 5 4 6 


Refused 5 5 7 

Total 100 100 100 



Appendix 5: Attitudes toward Government 

involvement in the Mäori language – Mäori 

and non-Mäori 2000, 2003, 2006 and 2009 

78 


2000 

611 

% 

Mäori 

2003 

1017 

% 

Mäori 

2006 

1005 

% 

Mäori 


1031 

% 

Non-Mäori 

2000 

721 

% 

Non-Mäori 

2003 

511 

% 

Non-Mäori 

2006 

495 

% 

Non-Mäori 


500 

% 

The Government should encourage the use of 58 82 81 81 25 61 59 64 

home or at the marae 33 

Mäori in everyday situations such as in the 

The Government should encourage the use of 

Mäori in workplaces 


Mäori at public events such as sports events, 

arts and music festivals 


Mäori in ceremonial occasions such as public 

welcomes for dignitaries 

45 - - - 16 

62 79 - - 37 53 - - 

87 91 91 91 69 82 75 81 

The Government should encourage the use of 58 85 - - 25 45 - - 

settings 34 

Maori in everyday situations such as community 

It would be good if Government Departments 

could conduct business in Mäori if requested 

The Government has a role to play to encourage 

more Mäori to be spoken on radio and TV 

The Government’s decision to establish a Mäori 

TV service is a good thing 

The Government’s support of the Mäori TV 

service is a good thing 

The Government’s support of Mäori radio 


The Government has a role to play in helping 

Mäori learn the Mäori language 

It is important that the Government takes a 

role in recording how well the Mäori language 

is doing 

It is only right that signage is in both Mäori and 

English 

The Government should encourage teaching on 

Mäori in school 

The Government should provide resources to 

help people learn the Mäori language 

Support Mäori language education (in schools, 

communities and/or the workplace) 

74 82 80 79 48 55 54 55 

41 - - - 76 - - - 

- 83 95 - - 51 70 - 

- - - 96 - - - 86 

- 93 95 94 - 73 75 85 

74 86 - - 56 68 - - 

77 88 88 91 53 71 76 79 

- 77 78 74 - 48 54 59 

82 - - - 54 - - - 

- - - 89 - - - 76 

- - - 93 - - - 80 

33 In 2000 this read: ‘The Government should encourage the use of Mäori in everyday situations such as homes and the community’. 

34 In 2000 this read: ‘The Government should encourage the use of Mäori in everyday situations such as homes and the community’. 


Appendix 6: Comparison between clusters 

for activity participation – 2003, and 2006 

and 2009 

2003 survey clusters 2006, 2009 survey clusters 

79 

• Every day 

• Every 2-3 days 

• At least once a week 

• At least once every 2 weeks 

• At least once during the last 4 weeks 

• Not at all in the last 4 weeks 

• Very often 

• Often 

• Neither 

• Rarely 

• Very rarely 

• Never 

A p p e n d i x 6 : C o m p a r i s o n b e t w e e n c l u s t e r s f o r a c t i v i t y p a r t i c i p a t i o n – 2 0 0 3 , a n d 2 0 0 6 a n d 2 0 0 9

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of Treasury. 

Oppenheim, A. (1992). Questionnaire Design, Interviewing and Attitude Measurement. 

London: Pinter. 

Te Puni Kökiri. (2002). Survey of Attitudes, Values and Beliefs Towards the Mäori Language. 

Wellington: Te Puni Kökiri. 

80 

Te Puni Kökiri. (2003). Te Reo Rautaki: The Mäori Language Strategy. Wellington: Te Puni Kökiri. 

Te Puni Kökiri. (2006). Attitudes Towards the Mäori Language. Wellington: Te Puni Kökiri. 

Te Puni Kökiri. (2008). The Health of the Mäori Language in 2006. Wellington: Te Puni Kökiri. 

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Te Puni Kökiri by Research New Zealand. 

(2009). Methodology Report for the 2009 Survey of Attitudes, Beliefs and Values Towards the 

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(2009). Tabular Report for the 2009 Survey of Attitudes, Beliefs and Values Towards the Mäori 

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Language Results for Mäori (weighted by age and gender) Final Report. Prepared for Te Puni 



Te Puni Kökiri, Te Puni Kökiri House 

143 Lambton Quay, PO Box 3943, Wellington, New Zealand 

PHN Waea 04 819 6000 FAX Waea Whakaahua 04 819 6299 

www.tpk.govt.nz

2009 Survey of Attitudes, Values and Beliefs ... - Te Puni Kokiri

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