PiMA Survey Design and Methodology

The Politics and Interactive Media in Africa (PiMA) project investigates participation in radio and television programmes through new information and communication technologies (ICTs) as it is shaped by the political, social and media context in Zambia and Kenya, as well as the implications of such interactions for democratic governance and poverty alleviation. The empirical research combines different methodologies, including interviews with key informants, focus groups with audience members, in-studio observations and surveys of the general population. This paper describes the methodology for conducting surveys in four sites in Kenya and Zambia. The objective of the surveys was to obtain representative samples of two constituencies per country. Constituencies were selected according to their social and economic characteristics, in order to capture a wide variety of contexts. A random procedure was deployed in all stages of sampling, ensuring representativity of households and individuals of voting age in the four constituencies. The results of the survey can be generalised to the particular constituencies with a margin of error of approximately minus or plus 5% for a 95% confidence interval.