Title: Africa Development Research Series: Ghana Quantitative Survey Report
Author: Hannah Bowen
Pages: 112 pp.
Source: InterMedia AudienceScapes
Publisher: InterMedia Survey Institute

Date (published): 26/02/2010
Date (accessed): 13/03/2010
Type of information: research report
Language: English
On-line access: yes (pdf - 4,8 MB)
Abstract:
This report is based on a quantitative survey in Ghana and gives development practitioners a concise but rich description of the development information environment in Ghana. It offers insight into how information is gathered, shared and used at the grassroots level. In addition, it showcases the power of the AudienceScapes national survey instrument to help
the development community better target their communications and information efforts.

This unique dataset addresses some of the toughest questions in development program management: From which information sources do various segments of the population learn about development issues? How can we share critical information with target demographic groups efficiently and effectively? What sorts of information do people want, need or lack?
The nationally representative survey in Ghana was conducted over three weeks in July and August 2009 with a sample of 2,051 respondents selected from the adult population (15 and over) according to a probability-proportional-to-size (PPS) sampling plan
Key elements of the dataset include:
Descriptions of general media use, ICT use and communication habits.
In-depth sections on radio, TV, print, mobile phone and internet use.
In-depth sections on access to and use of information covering personal finance, health, and agriculture issues.
Demographic and socio-economic status information.
Respondents’ opinions about selected development issues.
Measures of trust in information sources and institutions.

Structure of This Report
The report summary provides a detailed rundown of the main findings.
Chapter 1 provides a brief overview of the development context in Ghana when the research took place.
Chapter 2 describes how Ghanaians gather and share information in general, while Chapter 3 focuses on the use of specific media and ICTs.
Chapter 4 discusses communication in the context of three important development sectors: health, personal finance and agriculture, including case studies that highlight ways the AudienceScapes data can inform development programs in each sector.
The appendices provide additional details on research methods, InterMedia and the AudienceScapes team.