New Caribbean survey launched

In a statement on Thursday, CDS managing director Derek Ramsamooj said the survey will cover some 2,300 households in Trinidad and Tobago, eliciting information on newspaper readership, radio and television audiences, as well as testing specific issues such as Internet usage.

The survey will consist of a questionnaire and two comprehensive weekly diaries to be filled out by respondents and will end on May 15.

The data will be coded and analysed within one month’s time thereafter. Ramsamooj said CDS decided to undertake this survey because “there seemed to be traditional problems with respect to the marketing methodology and possible inherent bias from the one traditional supplier of this critical information.”

Noting that the market has become increasingly sophisticated over time, with niche penetration assuming greater significance, Ramsamooj said any property marketing strategy must be based on sound research and media data analysis.

He added that such an approach “will augur well for the growth of the media and advertising industry.” Since 1995, CDS has done extensive research work in the Caribbean for private and public sector companies and regional governments.