Featured in this report: Conducting market research in Wales
A stratified random quota sampling approach was followed to obtain a nationally representative sample of adults aged 16+ across Wales, setting overall targets per Local Health Board (LHB) stratified by Welsh Index of Multiple Deprivation (WIMD). Telephone contacts were selected on a random basis and were split equally between mobile and landline telephone numbers. Quotas to achieve a proportionate number of interviews within each LHB by age, gender and WIMD quintile were set using the latest available population statistics.
Using Computer Aided Telephone Interviewing (CATI), a total of 2,027 telephone interviews were completed (5% response rate). Only one CATI interview was conducted per household. To increase the sample size of younger participants, a further 449 interviews were completed using Computer Assisted Personal Interviewing (CAPI). Participants were recruited face-to-face at street locations following the same sampling approach. Given this, the response rate could not be calculated for CAPI interviews. The final sample consisted of N=2,448 respondents who provided complete demographic details.
The population surveyed was representative of the general population of Wales across gender, age, and deprivation quintile (Table S1). The sample was also representative of the general population in terms of rurality (29.8%). The majority of those surveyed were of white ethnicity (95.4%), no weightings were applied but proportions were adjusted by age, gender, and deprivation.
