WWF Hong Kong. Air Quality and Climate Change Study. Prepared for: Client Contacts: Liam Salter Monika Fung

Transcription

1 Air Quality and Climate Change Study WWF Hong Kong Prepared for: Client Contacts: Liam Salter Monika Fung TNS Consultants: Anne Woodhams Umang Pabaru Vincent Kwong J May 2007

2 Contents Page Background 4 Objectives 5 Research Methodology 6 Respondent Profiles 7 General Public s Concern towards Environmental Problems 14 General Public s Awareness and Knowledge of Air Pollution 19 Relationship between Air Pollution and Climate Change 24 Responsibility of Different Parties towards Environmental Problems 30 Evaluation of Government Offices 35 Appendix 40 Page 2

3 Background Objectives Research Methodology Page 3

4 Background In recent years, the issue of Hong Kong s air quality is of increasing concern because air pollution has become visually more evident. Concentrations of harmful pollutants in the air of Hong Kong have increased stemming from Guangdong s economic activities and road-vehicle emissions. Despite the fact that greater emphasis is placed on tackling air pollution including the Policy Address, such efforts are not significant enough to tackle the heart of the issue yet. Therefore, WWF HK is keen on overcoming this political inertia through understandin the opinions and attitudes of key target groups in order to design the appropriat messages to encourage their participation in improving Hong Kong s air quality. Page 4

5 Research Objectives The Overall Research Objective: To acquire the opinions and attitudes of both the general public and specific target groups towards air pollution in Hong Kong Specific Research Objectives: Determine the public s understanding of the health impacts of air pollution Investigate the public s beliefs on the sources of and solutions to pollution Understand public awareness and expectation of where the responsibility lies Understand the possible actions or efforts of the public in addressing/solving the issues Understand the sources from which the public seeks relevant information about air pollution and climate change Page 5

6 Methodology Methodology Online questionnaire using TNS Access Panel Target Respondents Males / Females, aged years Sample Size Total n = 1003 Interview Length Approx. 15 minutes Survey Period April, 2007 Page 6

7 Respondent Profiles Page 7

8 Respondent Profiles Male Female Total years old years old years old years old years old Total Page 8

9 Age and Gender Distribution in Hong Kong (Mid-2006) Age Total Gender Number Male % Number Female % * Source: Hong Kong Monthly Digest of Statistics (January 2007), The Census and Statistics Department Page 9

10 Respondent Profiles Data is weighted so that the monthly household income follows the actual household income distribution in the Hong Kong population. Monthly Household Income (Unweighted) Monthly Household Income (Weighted) 7% 8% 7% 3% 15% 29% 21% 15% 24% 18% 25% HKD 9.999K or below / No Income HKD K HKD K HKD K HKD K HKD 80K or above 28% HKD 9.999K or below / No Income HKD K HKD K HKD K HKD K HKD 80K or above Page 10

11 Monthly Household Income in Hong Kong (2006 Q3) Monthly household income (HKD) Number of households Total % < 4, % 4,000-5, % 6,000-7, % 8,000-9, % 10,000-14, % 15,000-19, % 20,000-24, % 25,000-29, % 30,000-39, % 40,000-49, % 50, % Total % Page 11

12 Respondent Profiles Occupation (Weighted) 53% 7% 6% 12% 11% 11% Working Full Time - Employee Working Full Time - Self Employed Working Part Time Unemployed/retired Student Housewife 65% 23% 12% Business Sector Non-Business Sector Others Page 12 The following industries are defined as Business Sector : IT Accounting Admin/ Clerical Airline Banking & Finance Business Analysis / Development Health & Beauty Insurance Logistics Manufacturing Marketing & PR Media Retail Service: Catering Service: Hotel & Tourism Trading Transportation The following industries are defined as Non- Business Sector : Education Arts and Entertainment Engineering Government Legal Medical / Pharmaceutical University Academics

13 Respondent Profiles Education Level (Weighted) 9% 6% 6% 39% 29% 11% Primary Education Secondary Education (F. 5) Secondary Education (F. 7) Postgraduate or above Undergraduate Others Page 13

14 General Public s Concern towards Environmental Problems Page 14

15 Concern towards Environmental Issues More than 9 out of 10 Hong Kong residents are concerned about outdoor air pollution and climate change. These two environmental issues are ranked the top two among all other environmental issues listed in the survey. More than 50% of respondents are very concerned about water availability. Are you concerned about the following issues? Somewhat + Very concerned Outdoor air pollution 3% 38% 59% 96% Clim ate change 2% 6% 43% 49% 92% Water availability 1% 13% 33% 52% 86% Indoor air pollution 1% 13% 45% 41% 86% Loss or degradation of green areas 2% 19% 45% 34% 85% Marine pollution 1% 20% 52% 27% 83% Beach w ater quality 2% 26% 47% 26% 76% Not concernedat all 1 Not very concerned 2 Som e w hat concerned 3 Very concerned 4 Base (Weighted): All respondents (n=1003) Source: Q1 Page 15

16 Business Sectors Concern Nearly all respondents working in business sectors are concerned about outdoor air pollution. More than 90% of them are concerned about climate change. Respondents are concerned about outdoor air pollution and climate change more than other environmental issues. Are you concerned about the following issues? Somewhat + Very concerned Outdoor air pollution 1% 2% 36% 62% 98% (96%) Climate change 8% 42% 49% 92% (92%) Water availability 1%8% 35% 56% 91% (86%) Indoor air pollution 10% 44% 45% 89% (86%) Loss or degradation of green areas 1% 18% 45% 36% 81% (85%) Marine pollution 1% 18% 53% 28% 81% (83%) Beach water quality 1% 27% 45% 27% 72% (76%) Not concernedat all 1 Not very concerned 2 Some what concerned 3 Very concerned 4 Base (Weighted): Respondents working in business sectors Page (n=430) 16 Source: Q1 * Percentages of total respondents who are somewhat or very concerned with the issues are shown in brackets.

17 Climate Change in Hong Kong 82% of respondents disagree that Hong Kong is quite safe from the impact of climate change. However, this percentage is smaller than the world average in 2006 in which 90% of people believe that global warming is serious. Hong Kong is quite safe from the impact of climate change. Hong Kong 36% 46% 14% 5% Strongly/somewhat disagree 82% Strongly disagree 1 Somewhat disagree 2 Somewhat agree 3 Strongly agree 4 How serious do you consider global warming to be? * World average (2006) 65% 25% 3% 2% Very/somewhat serious 90% Very serious Somewhat serious Not very serious Not at all serious Base (Weighted): All respondents (n=1003) Source: Q14B Page 17 * Source: Globe Scan Poll: Global Views on Climate Change

18 Climate Change in Hong Kong More female respondents disagree that Hong Kong is quite safe from the impact of climate change compared with male respondents. More middle-aged respondents have the same belief compared with younger or older respondents. Hong Kong is quite safe from the impact of climate change. Hong Kong 36% 46% 14% 5% Strongly disagree 1 Somewhat disagree 2 Somewhat agree 3 Strongly agree 4 Strongly/Somewhat disagree 82% Bottom 2 Boxes % 100% Male 78% 95% Female 85% 90% 85% 80% 75% 70% 79% 77% 88% 83% 78% 65% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Bottom 2 Boxes % 60% Age Base (Weighted) * : Male (n=472); Female (n=531); Age (n=180); (n=209); (n=247); (n=236); (n=133) Source: Q14B * Sum of number of respondents from different age groups is Page which is different from all respondents (1003) due to round-off error after data is weighted.

19 General Public s Awareness and Knowledge of Air Pollution Page 19

20 Impacts on Health on From Outdoor Air Pollution More than 9 in 10 Hong Kong residents believe that they suffer from outdoor air pollution. Nearly 60% of respondents believe that they suffer very serious impact from the poor air quality. To what extent do you think outdoor air pollution impacts your health? Total 7% 35% 58% No impact at all 1 Little impact 2 Moderate impact 3 Very serious impact 4 Moderate/Very serious impact 93% Base (Weighted): All respondents (n=1003) Source: Q2 Page 20

21 Familiarity with Initiatives Concerning Air Pollution 80% of respondents are familiar with The Air Pollution Index. However, respondents are not too familiar with other initiatives raised by government officials or bureaus. Are you familiar with the following initiatives? Somewhat +Very familiar The Air Pollution Index 2% 18% 49% 32% 80% Air Quality M onitoring Stations 5% 34% 48% 13% 61% Action Blue Sky 12% 47% 33% 7% 40% Air Pollution Control Ordinance 12% 58% 26% 5% 30% WHO Air Quality Guidelines 17% 57% 23% 4% 27% The Inconvenient Truth (film) 41% 38% 17% 5% 21% Assessment Report of the Intergovernmental Panel on Climate Change 23% 60% 14% 3% 17% Clean Air Charter 27% 60% 13% 1% 14% Not familiar at all 1 Not very familiar 2 Some what familiar 3 Very familiar 4 Base (Weighted): All respondents (n=1003) Source: Q5 Page 21

22 Consequences of Air Pollution Most respondents believe that air pollution leads to various negative consequences. More than 90% of respondents agree that air pollution not only negatively impacts health, it also affects Hong Kong s tourism image. Do you agree with the following consequences of air pollution? Somewhat + Strongly agree Impacts negatively on health 2% 25% 72% 97% Affects HK's tourism negatively 1% 6% 39% 55% 94% Damages the image of HK 1% 6% 43% 51% 94% Imposes significant environmental clean up costs 2% 7% 46% 46% 92% Decreases HK's competitiveness among other Asian destinations 1%11% 50% 38% 88% Results in low er productivity 3% 23% 57% 18% 74% Turns aw ay foreign direct investment from HK 4% 29% 47% 19% 66% Decreases people's incentive to have children 9% 36% 37% 17% 54% Strongly disagree 1 Somewhat disagree 2 Somewhat agree 3 Strongly agree 4 Base (Weighted): All respondents (n=1003) Source: Q4 Page 22

23 Usefulness of Information about Air Pollution Most respondents believe that information concerning human health effects of air pollution will be somewhat or very useful for them to know. Information concerning individuals actions will be more useful for respondents to know compared with other information such as type of pollutants causing air pollution, major air polluters, and so on. Would the following information about air pollution be useful for you to know? Somewhat + Very useful The human health effects of air pollution 7% 47% 46% 93% The environmental impacts of our lifestyle choices 1% 11% 55% 32% 88% What individuals can do to reduce air pollution 1% 14% 50% 35% 85% The types of pollutants causing poor air quality 1% 15% 51% 33% 84% The major polluters in the area 1% 25% 49% 25% 74% What governments are doing to address air pollution 3% 25% 39% 33% 72% International health guidelines concerning air quality 2% 28% 51% 19% 71% Not useful at all 1 Not very useful 2 Somewhat useful 3 Very useful 4 Base (Weighted): All respondents (n=1003) Source: Q6 Page 23

24 Relationship between Air Pollution and Climate Change Page 24

25 Concern towards Environmental Issues 59% of respondents are very concerned with outdoor air pollution. However, only 49% of respondents are very concerned with climate change. The level of concern of outdoor air pollution is higher than that of climate change. There is greater urgency for outdoor air pollution. Are you concerned about the following issues? Somewhat + Very concerned Outdoor air pollution 3% 38% 59% 96% Climate change 2% 6% 43% 49% 92% Not concernedat all 1 Not very concerned 2 Somewhat concerned 3 Very concerned 4 Base (Weighted): All respondents (n=1003) Source: Q1 Page 25

26 Issues Recalled Concerning Climate Change & Global Warming More than 30% of respondents spontaneously relate climate change with global warming. However, a low percentage of respondents spontaneously recall air pollution when discussing climate change or global warming. What comes to your mind when you hear about the following environmental problems? * Climate Change Global Warming Sample Size 1003 Sample Size 1003 Global Warming / Temperature increase Abnormal weather conditions Greenhouse Effect Air pollution (e.g. increasing emission of carbon dioxide) Disease/ health problems The world comes to the end Natural disasters (e.g. tsunami, flooding, drought, earthquake, etc.) Iceberg melting, raising the water line and submerge many areas Pollution to the environment Change in ecosystem Extinction of animals/ plants Others None Base (Weighted): All respondents (n=1003) Source: Q11, Q12 31% 19% 14% 10% 8% 7% 6% 5% 4% 3% 3% 3% 13% Page 26 Global Warming / Temperature increase Iceberg melting, raising the water line and submerge many areas Abnormal weather conditions Natural disasters (e.g. tsunami, flooding, drought, earthquake, etc.) Greenhouse Effect The world comes to the end No winter/ shorten the winter time Air pollution (e.g. increasing emission of carbon dioxide) Extinction of animals/ plants Thinning of the ozone layer Disease/ health problems Pollution to the environment Extinction of human beings Electricity consumption Pollution (unspecified) Others None 24% 22% 9% 9% 6% 6% 6% 4% 4% 4% 3% 3% 3% 3% 3% 3% 10% * Spontaneous mentions. ** Percentages less than 3% are not shown.

27 Issues Recalled Concerning Climate Change & Global Warming When talking about climate change, more female respondents recall air pollution than males. Older respondents have better recall about air pollution when talking about climate change than younger respondents. Moreover, less educated respondents and respondents working in business sectors recall air pollution when talking about climate change. How many people can recall air pollution when talking about the following issues? Gender Age * Education ** Sectors ** Total Male Female F.7 or below University or above Business sector Nonbusiness sector Sample Size * (Weighted) Climate Change 10% 7% 13% 6% 9% 8% 14% 15% 12% 8% 8% 11% Global Warming 4% 5% 4% 6% 4% 3% 5% 4% 4% 5% 4% 7% Source: Q11, Q12 Page 27 * Sum of number of respondents from different age groups is 1005 which is different from all respondents (1003) due to round-off error after data is weighted. ** Excluding respondents who chose Others.

28 Relationship between Air Pollution and Climate Change Although respondents are not familiar with initiatives concerning air pollution and cannot spontaneously recall air pollution with climate change or global warming, 78% of respondents are clear that air pollution and climate change are related when asked. Middle-aged and older respondents tend to believe that air pollution and climate change are not separate issues. Also, respondents with higher monthly household income have a stronger belief that these two issues are not separate. Air pollution and climate change are separate issues. 40% 38% 16% 6% Strongly disagree 1 Somewhat disagree 2 Somewhat agree 3 Strongly agree 4 Strongly/somewhat disagree 78% Bottom 2 Boxes % 100% 95% 90% 85% 80% 75% 70% 74% 75% 82% 78% 78% Bottom 2 Boxes % 100% 95% 90% 85% 80% 75% 70% 77% 77% 79% 76% 80% 88% 65% 65% 60% Age 60% 9.999K or below / No Income K K K K 80K or above Monthly Household Income (HKD) Base (Weighted) * : Age (n=180); (n=209); (n=247); (n=236); (n=133); Monthly Household income HK 9.999K or below/ No income (n=291); K (n=281); K (n=181); K (n=150); K (n=68); 80K or above (n=32) Source: Q14A * Sum of number of respondents from different age groups is Page which is different from all respondents (1003) due to round-off error after data is weighted.

29 Contributing Factors to Air Pollution and Climate Change Most respondents believe that road vehicles, factories, and power plant emissions are major contributing factors to both air pollution and climate change. Respondents believe that deforestation plays a very large contributing factor in climate change. Air Pollution Large + largest factor Climate Change Large + largest factor Road vehicles 1% 3% 35% 61% 96% Vehicle emissions 1% 5% 40% 54% 94% Manufacturing industries in Pearl River Delta 1% 8% 29% 63% 91% Factory emissions 1% 3% 34% 63% 96% Local manufacturing industries 7% 44% 36% 13% 49% Power generation 3% 23% 48% 26% 74% Power plant emissions 1% 5% 36% 59% 95% Ferries, vessels and ships 9% 52% 34% 5% 39% Ocean vessel emissions 4% 42% 41% 13% 54% Aircrafts 14% 52% 30% 4% 34% Aircraft emissions 3% 39% 45% 13% 58% Incinerators 4% 27% 41% 28% 69% Deforestation 1% 8% 31% 61% 91% Base (Weighted): All respondents (n=1003) Source: Q3, Q13 Page 29 Least contributing factor 1 Small contributing factor 2 Large contributing factor 3 Largest contributing factor 4

30 Responsibility of Different Parties towards Environmental Problems Page 30

31 Effective Measures 83% of respondents believe that government regulations and enforcement for companies are more effective in reducing air pollution. Only 48% of respondents believe that voluntary actions by companies are effective. What approach(es) do you think would be effective in reducing air pollution? Government regulations and enforcement for companies 83% Government regulations and enforcement for individuals 52% Voluntary actions by companies 48% Voluntary actions by individuals 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% * Respondents are allowed to give multiple answers. Base (Weighted): All respondents (n=1003) Source: Q8 Page 31

32 Effective Measures Considered by Business Sectors Respondents working in business sectors have similar beliefs with all respondents when talking about which measures are considered to be effective in reducing air pollution. What approach(es) do you think would be effective in reducing air pollution? Government regulations and enforcement for companies 86% (83%) Government regulations and enforcement for individuals 55% (52%) Voluntary actions by companies 51% (48%) Voluntary actions by individuals 58% (60%) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% * Respondents are allowed to give multiple answers. Base (Weighted): Respondents working in business sectors Page (n=430) 32 Source: Q8 * Percentages in brackets reflect the opinions by all respondents (n=1003) in the previous page.

33 Responsibility for Improving Air Quality Nearly all respondents believe that the HKSAR Government and urban road transport operators bear a great responsibility for improving air quality. Nearly 90% of them believe that the general public also bears a great responsibility for it. They believe that NGOs have less responsibility compared with other parties. Who have responsibility for improving air quality? Great + greatest responsibility HKSAR Government 4% 35% 61% 96% Urban road transport operators 4% 44% 52% 96% Power companies 8% 45% 47% 92% Central Chinese Government 2% 20% 39% 40% 64% Legislative Council 2% 20% 50% 29% 79% Vessels/ ship operators 2% 34% 44% 20% 79% NGO's e.g. WWF, Friends of the Earth, etc.. 4% 36% 46% 61% 15% General public 11% 42% 47% 89% No responsibility 1 Little responsibility 2 Great responsibility 3 Greatest responsibility 4 Base (Weighted): All respondents (n=1003) Source: Q7 Page 33

34 Responsibility for Tackling Climate Change A similar trend is observed when discussing the responsibility for tackling climate change, with the HKSAR government being one of the parties which bears most of the responsibility and NGOs bearing less responsibility compared with others. Who has responsibility for tackling climate change? Great + greatest responsibility HKSAR Government 7% 36% 57% 92% Urban road transport operators 8% 45% 47% 92% Power companies 6% 45% 49% 94% Central Chinese Government 2% 21% 37% 40% 77% Legislative Council 2% 22% 49% 27% 76% Vessels/ ship operators 33% 49% 66% 17% NGO's e.g. WWF, Friends of the Earth, etc.. 5% 33% 46% 62% 17% General public 13% 45% 42% 87% No responsibility 1 Little responsibility 2 Great responsibility 3 Greatest responsibility 4 Base (Weighted): All respondents (n=1003) Source: Q15 Page 34

35 Evaluation of Government Offices Page 35

36 Responsibility among Government Offices Nearly all respondents (who agree that the HKSAR Government bears a great/the greatest responsibility for improving air quality) believe that among the government offices, the Environmental Protection Department and Environment, Transport and Works Bureau bears a great/the greatest responsibility for improving air quality. Which Government offices have responsibility for improving air quality? 4% HKSAR Government 35% 61% Great + Greatest responsibility Environmental Protection Department 2% 26% 71% 98% Environment, Transport and Works Bureau 4% 36% 60% 96% Food and Environmental Hygiene Department 2% 19% 45% 34% 79% Chief Executive Office 2% 22% 44% 31% 76% Health, Welfare and Food Bureau 2% 24% 50% 24% 73% Marine Department 2% 38% 46% 14% 60% No responsibility 1 Little responsibility 2 Great responsibility 3 Greatest responsibility 4 Base (Weighted): Respondents who believe that HKSAR Government Page 36 bears great/greatest responsibility for improving air quality (n=959) Source: Q1

37 Satisfaction Level towards Government s Actions 3 out of 4 of Hong Kong locals are very or somewhat unsatisfied with the level of action the HKSAR government takes about climate change while 92% of respondents believe that the HKSAR Government has a great/ the greatest responsibility. Only 5% of total respondents are very satisfied with the HKSAR Government s actions. Who have responsibility for tackling climate change? No responsibility 1 HKSAR Government 7% 36% 57% Little responsibility 2 Great responsibility 3 Greatest responsibility 4 I am satisfied with the level of action the Hong Kong government takes about climate change. Strongly disagree 1 Total 24% 51% 20% 5% Somewhat disagree 2 Somewhat agree 3 Strongly agree 4 Base (Weighted): All respondents (n=1003) Source: Q14D, Q15A Page 37

38 Satisfaction Level towards Government s Actions Middle-aged respondents tend to be less satisfied with the level of the HKSAR Government s action about climate change. Respondents from higher income groups also have lower satisfaction towards the HKSAR Government s action. I am satisfied with the level of action the Hong Kong government takes about climate change. Total 24% 51% 20% 5% Strongly disagree 1 Somewhat disagree 2 Somewhat agree 3 Strongly agree 4 Strongly/Somewhat disagree 75% Bottom 2 Boxes % 100% Bottom 2 Boxes % 100% 95% 95% 90% 90% 85% 80% 75% 70% 70% 76% 81% 77% 85% 80% 75% 70% 70% 72% 78% 81% 86% 83% 65% 66% 65% 60% % 9.999K or below / No Income K K K K 80K or above Age Monthly Household Income (HKD) Base (Weighted) * : Age (n=180); (n=209); (n=247); (n=236); (n=133); Monthly Household income HK 9.999K or below/ No income (n=291); K (n=281); K (n=181); K (n=150); K (n=68); 80K or above (n=32) Source: Q14D * Sum of number of respondents from different age groups is Page which is different from all respondents (1003) due to round-off error after data is weighted.

39 Possible Government Policies Respondents believe that most government policies can help to reduce air pollution in Hong Kong in the longer term. Comparatively, respondents feel that government policies towards road vehicles, power plants, and factories are more effective than other policies. Which policy helps to reduce air pollution in the longer term? Somewhat + Very effective Set more stringent fuel and emission standards forlocal Power companies 1% 8% 43% 48% 91% Get old, high emissions vehicles off the road e.g. all pre-euro and Euro-I vehicles 1% 9% 43% 48% 91% Support Hong Kong factories in the Pearl river delta to reduce emissions 1% 11% 38% 51% 88% Declare a low-emissions zone in heavily polluted areas to restrict the most polluting vehicles 1% 11% 42% 46% 88% Subsidise renewable energy development 1% 11% 45% 43% 88% Introduce fuel and emission standards formarine vessels 2% 20% 54% 25% 79% Launch large-scale public campaign to promote energy efficiency 2% 24% 48% 27% 75% Increase price of electricity to discourage waste 19% 50% 23% 8% 31% Not effective at all1 Not very effective2 Somewhat effective3 Very effective4 Base (Weighted): All respondents (n=1003) Source: Q9 Page 39

40 Page 40

41 Appendix 1 Online methodology: background and FAQs

42 What advantages do well managed online access panels offer? High quality research, delivering better research outcomes Reliable and robust surveys, replicable over time Fast turnaround, with real-time reporting Most cost effective methodology Excellent response rates Preferred by a large majority of respondents No interviewer bias (ideal for sensitive topics) Multi-media capabilities Large available samples, pre-screened on a wide range of lifestyle, health and consumer topics Overall, the most effective and efficient methodology Page 42

43 6thdimension TM Consistent evidence that 6D online studies produce better data and insights More accurate market share data More realistic intentions to purchase More honest answers on sensitive subjects Fewer politically correct responses Better research outcomes More detailed open-ended responses Better discrimination in brand disposition, imagery, etc More accurate recognition (ads, products), using high quality stimulus Page 43

44 How is the panel recruited? The panel is recruited by a combination of methods, to ensure broad coverage of the on-line population Electronic direct marketing campaigns, using mainstream databases and communities we avoid special interest communities unless we are looking for a specific demographic or target (eg. mothers with young children) Respondents from random Face-to-Face or CATI surveys are invited to join Above-The-Line advertising (usually press) Referrals from existing members Page 44

45 Is the panel representative? The panel is designed to produce representative samples of the online population in the geographic areas we cover The achieved samples are controlled to match the target market by: Sampling (the invites sent out) Screening questions Quotas In Emerging Markets, our panels are not designed to represent the total population In highly developed internet markets, and for specific target groups (eg. MP3 users), the online population may be highly representative of the total Page 45

46 Do people respond differently on-line? On many measures, on-line responses are very similar to other methods But there can be some important differences in online responses. Typically They are more considered (more detailed responses) They are more candid They can be more critical Responses can differ by survey subject Responses can differ for sensitive questions / politically correct topics Page 46

47 The End Page 47