Mumbrellacast: ARN’s Duncan Campbell; KFC’s pigeons ad; Media trust; Ben Elton and Hitler
- ARN’s new direction
- Banks at war – how NAB’s campaign got Australia talking
- Ben Elton, Hitler and Hamlet
- KFC bags healthy eating
- And why don’t the public trust the media?
(38m10s)
Featuring Mumbrella editor Tim Burrowes, Fleishman Hillard VP of digital media Scott Rhodie and ARN’s national content director Duncan Campbell.
Who? Me?
It depends on a few things – like how the question was asked. Was it “Do you trust the media Y/N” or was it asked on a Likert 0-10 scale etc? Was it conducted online, CATI, CAPI, Face-to-face etc. (potential bias).
It’s hard to comment specifically as I couldn’t find the report on their website, but n=200 is very low. Basically, it is around a 7% margin of error at the 95% confidence level for a sample of that size. So, if the reported number was 32% trust the media as Scott said, we’re 95% confident (using the sample of n=200) that it was somewhere between 25% and 40%. You can however construct probability samples with low total sample sizes that deliver much lower error margins.
Cheers.
Thanks, John – I knew you’d be the man who’d know!
Cheers,
Tim – Mumbrella