Summary of the survey methodology for the coverage analysis (AMF 3-R)
1 Name of the coverage study:
LA ELFA 12/13 readership analysis of electronics trade media is conducted on behalf of WEKA FACHMEDIEN GmbH.
Overall control was entrusted to the Technical University of Munich.
A total of 8 titles were raised in the demanded systematic approach in accordance with the official guidelines for media
analysis from the German Advertising Federation ZAW (7 titles have been evaluated, one title did not fulfil the systematic
and objectively defined criteria of the title selection).
2 Definition of the universe:
All companies of the Federal Republic of Germany belonging to electronics industries have been
defined as institutional universe.
The target persons are people who deal with electronics and at least participate in decision making.
Are there any employees or departments in your company who deal with components of professional electronics?
- production of electronic components
- production of devices with electronic components
- design of electronic and electrotechnical components
- planning/conception of applications with those components
- distribution/trade/purchase in the industrial area with those components
The general provision of support for the company's network equipment and telecommunications equipment or the simple
distribution of finished devices to retail customers are not taken into account.
In the second step the term "decision maker" is defined:
How many deciscion makers are there amongst the employees who deal with electronics as described above? A decision maker is any person
who plays a decisive role in decision making. Apart from those who take the final decision this contains also persons within a team who
are involved in a decision in terms of planning or consulting.
Both decisions of technical nature (selection of components, manufacturers, technical solutions) and commercial decisions (selection of
suppliers etc. also according to specifications) are meant here.
2.2 Structure of the universe:
According to the Federal Statistical Office of Germany (sales tax statistics 2010 as published in March 2012) the
universe covers 162,384 companies from sectors with WZ08-codes: 20, 26.11, 26.2, 26.3, 26.4, 26.5, 26.6, 26.7, 27,
28, 29, 30, 32.5, 46.52, 47.41, 61, 62, 63.1, 71.2 und 72.1.
The number of electronics decision makers in these sectors has been determined empirically. The study represents
270.300 decision makers.
3 Research methodology
As there are no documents regarding the number or distribution of the target persons' universe within their companies
the personnel universe was to be determined at first. The number of electronics decision makers within the respective
companies was identified by screening interviews via telephone.
Within a department relevant for the survey a target person was selected randomly for the main interview by telephone.
To avoid confusion regarding the titles title cards could be consulted on a secured part of the IFAK website. Cover pages
were rearranged differently for each respondent. As an alternative to the visualization on the internet titles could also
be identified by (printed) title cards sent to the persons interviewed. Those title cards had a DIN-A7 size and were sent
in variable sequences. The quality and presentation did not differ in either alternative. Additional interviews could be
conducted within companies with more than 5 decision makers in order to consider the lower chances of a target person to
be selected within bigger companies.
Both the screening and the main interview were carried out by the quota method. Screeners had to consider the structures of
industry and sales based on the data of the Federal Statistical Office. Main interviews were based on the quota guidelines
defining the structure of the number of decision makers and industry which was determined during the screening.
In order to better map the slightly occupied parts more interviews have been realized in these areas. Afterwards this
deliberately created disproportionality was adapted to the predefined structures by the subsequent proportionalization.
4 Manner and preparation of the sample:
The data for the sample were taken from the provider D&B Germany GmbH. After postal sorting at random of the current database
the sample procedure was conducted by D&B. The WZ08-codes and 3 sales categories served as specifications.
Subsequently the sample was analyzed for duplicates and fully cleaned.
5 Day of the sampling procedure:
The sampling procedure took place on June 18th, 2012.
6 Sample fullfillment:
To be omitted because of the application of the quota method.
A total of 4,266 screening interviews and 751 main interviews were conducted.
7 Period of survey:
The survey took place from June 20th to September 21st, 2012.
8 Conduct of investigation:
IFAK Institute GmbH & Co. KG, Taunusstein was in charge of conduct, fieldwork and technical preparation
of the data. The Technical University of Munich is responsible for the scientific and methodological supervision.
The survey refers in composition, realisation, coverage and reporting to the official guidelines for media analysis
from the German Advertising Federation (ZAW).