The 2014 Taiwan Communication Survey (Phase One, Year Three) : Media Entertainment and Social Interactions
The third subtopic of the first-phase Taiwanese communication survey centered on entertainment and social interactions in media. The respondents were minors aged 9–17 years as well as adults aged 18 years and older. The survey was aimed at investigating their entertainment-related media behavior.
This survey investigated media use behaviors and what being explored differed slightly depending on whether they are minors or adults. The topics for the minor group comprised cyberbullying, positive and negative Internet usage and behavior, digital divide, online interpersonal network and online mobilization. The topics for the adult group covered media use behavior, motives behind and influences of these behaviors, viewing behaviors involving audience-generated online content and online mobilization. The topics for both the minor and adult groups included internet literacy, viewing behaviors of televised dramas or films, televised sports events, digital games, and social media (Table 1).
Self-developed computer-assisted personal interviewing software was employed for the survey, and tablet computers were used during the interviews. The computer-assisted personal interviewing system can minimize potential errors resulting from skipping questions, missing answers, contradictory and conflicting responses. In addition, the system is equipped with a data uploading function, which expedites the data entry and error-checking processes after interviews. Regarding the survey process, interviews were conducted by a well-trained survey team led by a professional survey company with years of experience in the field.
The survey on the minor group was conducted from May 3, 2014 to June 20, 2014, during which students (9–17 years-old) from elementary, junior high, and senior high schools across Taiwan were interviewed, and 1,959 valid questionnaires were returned. The adult group comprising people aged 18 years and older was surveyed from August 20, 2014 to November 30, 2014, and 2,013 valid questionnaires were returned.
The data collected from this survey (including SPSS source files, raw questionnaires, and reference methods) have been available for public use since July 2015.
Note: V indicates that the questionnaire contained items related to the specified topics.