Strategy/Wikimedia movement/2017/Sources/Brand awareness, attitudes, and usage research (July 2017)/bg

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Като част от процеса на стратегическия процес на уикимедианското движение през 2017 г., Фондация Уикимедия поръча редица проучвания в седем различни страни, за да даде на движението по-голяма разбираемост за основните модели сред хората за тяхната информираност, нагласите и начините на употреба на най-популярния й проект, Уикипедия, в региони с висока степен на информираност. Below you will find the initial reports and preliminary insights from the surveys along with a description of methodology and the questionnaire data.  The surveys and resulting reports were conducted by Wellspring Insights & Innovation Inc., an outside data analysis and market research firm, in consultation with Wikimedia Foundation staff. In addition to fielding the survey, Wellspring has provided the analysis found in the executive summary, key insights and country reports. Over the coming months, the Wikimedia Foundation and movement partners will be analyzing this data to inform the future of the movement.

Методология

Проучването бе проведено във Франция, Германия, Япония, Русия, Испания, Великобритания и САЩ чрез онлайн анкета, достъпна на компютър, лаптоп или мобилно устройство (таблет, смартфон). Във всяка страна бяха извършени общо 1 150 анкети на интернет потребители (лица, които осъществяват достъп до интернет чрез всякакъв тип устройство и връзка). Всички анкетирани са на възраст между 13 и 49 години; Поколение Х, определяно между 36 и 49 години, Поколение Y - 20-35 и Поколение Z - 13-19.

Non-probability quota sampling was utilized at the researcher’s recommendation. Participants were randomly sourced from multiple online (opt-in) research panels to help minimize bias by including people from all socioeconomic levels, geography and interests. Quotas were established per country in order to balance the sample and provide the most representative sample possible by age cohort, gender, and geography. All data has been weighted proportionately.

Note: By definition, non-probability sampling techniques mean we cannot calculate the margin of sampling error. Results and conclusions can represent the target population but are “directional” rather than “projectable.” Observed differences between populations cannot be discussed in terms of  “statistical significance,” only in directional terms.

A link to the researcher’s defined quotas can be found below:

Executive summary & key insights

At the link below you will find a 10-page executive summary of top-level findings surfaced by the researcher. Key recommendations and opportunities from the summary are listed at the end of this document.

October 26, 2017 Staff Presentation

The below links are from the researcher's Wikimedia Foundation staff presentation on October 26, 2017. The presentation was recorded and accompanying slides are also linked below.

Country reports

Deep dive analysis reports on each country are linked below. Wellspring’s reports provide country-by-country analysis on the relevant survey data surfaced through the study.

Questionnaire

A copy of the questionnaire used is below. The questionnaire was translated into the local languages for each country (English, French, Spanish, Japanese, Russian and German). Participants were given the choice to select the language the were most comfortable in to complete the survey irrespective of geographic location.

Data files

Below are the data files in CSV and SPSS formats. The weighting factors are included in SPSS files. The CSV files are unweighted.

Individual country crosstabs
Country crosstab
Raw survey data files