Addresses are selected by an automated random process from a list of residential addresses provided by the Post Office. NRS interviewers then call at these addresses. The interviewers are employed by Ipsos MORI, the research company that conducts the Survey on behalf of NRS Ltd. Firstly, the interviewer will ask how many people aged 15 or over live in the household. Following a set procedure, one or in some cases two of those people will then be invited to participate in the Survey. If the person or persons selected are not at home, the interviewer will arrange to call back at a convenient time.
The person being interviewed will be asked a series of questions about which newspapers and magazines they read, about the TV they watch, the radio they listen to, and their use of the Internet. They will also be asked about their interests, the type of job they do, etc. The interviewer uses a laptop computer for speed, accuracy and confidentiality. No personal details such as name and address are kept on the database, only the answers to the questions. No details are passed on to any other party, so those who participate in the Survey will not receive any unsolicited mail or phone calls as a result.
