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

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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% 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
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. I N T R O D U C T I O N
Page 1 and 2: OCTOBER 2010 2009 Rangahau i Ngä W
Page 3 and 4: C O N T E N T S 2 4 5 8 8 9 9 15 16
Page 6 and 7: EXECUTIVE SUMMARY 4 In 1998, Govern
Page 8 and 9: 6 Attitudes • Positive shifts in
Page 10 and 11: INTRODUCTION 8 This report summaris
Page 14 and 15: Using the results of the ‘pre-res
Page 16 and 17: 14 Limitations Over the years that
Page 18 and 19: RESULTS FOR MÄORI 16 The following
Page 20 and 21: The most common responses from Mäo
Page 22 and 23: Figure 1 clearly shows the majority
Page 24 and 25: Table 8: Participation in selected
Page 26 and 27: ‘Uninterested Mäori’ ‘Uninte
Page 28 and 29: Attitudes and Values Attitudes towa
Page 30 and 31: Language Learning and Cultural Part
Page 32 and 33: 30 the value statements suggests th
Page 34 and 35: Differences Between Mäori and Non-
Page 36 and 37: Attitudes and values The non-Mäori
Page 38 and 39: Government Role The non-Mäori popu
Page 40 and 41: Table 17: Responses to the question
Page 42 and 43: 40 Summary The findings for Mäori
Page 44 and 45: Changes in Attitudes, Values and Be
Page 46 and 47: Changes within non-Mäori segmentat
Page 48 and 49: Table 21: Attitudinal statements ab
Page 50 and 51: Changes in Participation in Mäori
Page 52 and 53: 50 T E P U N I K Ö K I R I M Ä O
Page 54 and 55: Appendix 1: 2009 Questionnaire 52 A
Page 56 and 57: Terminate 1: Thank you for your tim
Page 58 and 59: Q7 Which people in particular can h
Page 60 and 61: Q11 In your opinion, in the last 5
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Q15 Where do you believe people sho
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Q18 And what do you believe you per
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Q20 Thinking about the Government
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Q26 Can you tell me how often or ra
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Q36 If 1, 2, or 3 in Q35, ask, else
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Appendix 2: Segmentation value key
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72 FREQUENTLY ASKED QUESTIONS What
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Q40. Gender Total 1531 % Mäori 103
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Q35. At present are you… Total 15
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Appendix 5: Attitudes toward Govern
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Bibliography Grin, F., & Vaillancou
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