Methods

Phase 2 – Quantitative Online Survey

Quantitative research using an online survey was administered via two launch methods - a site-intercept invitation among a sample of visitors to the WickED website and an ‘opt-in’ link from the home page, as seen in the image below:

Further details include:

• Data was collected between 9^th May and 21^st August, 2006
• 204 surveys were completed in total, predominantly derived from the opt-in link on the home page¹
• Average completion time was 10.2 minutes for students and 5.2 minutes for adults
• A 6.2% completion rate was achieved for the survey among those participants of the correct profile to complete the survey, ie, NZ residents and students aged below 15 who had parental / adult permission to participate in the survey²

Sample Composition

In total, 204 people responded to the survey, of which 146 were students (71.6% of the total sample), 41 were teachers (20.1% of the total sample) and parents, guardians or other supervising adults make up 4.9% of the sample (only 10 people).

Sample Composition 

The chart overleaf reveals the age breakdown of students using the WickED website.  More than half (55.4%) of students are in the website’s target age of between 7 and 12 years though there is a reasonable proportion older than the targeted audience.

There are more female students in the sample than males; 97 of the 146 student respondents were females (66.4%) versus 49 males (33.6%). While this does provide evidence of more use of the site among females than males, it should also be noted that females are typically more likely to respond to surveys so this skew is likely over emphasised.

Across all ages of student, a similar gender breakdown is evident, as seen in the chart below:

Further information relating to the profile of student website visitors can be found within the Section, ‘Service Reach’.