Ipsos MediaCT's BE:ASIA 2009 - The Media Survey of Asia’s Business Elite, is the only survey that measures the media consumption, business and personal profile of Asia’s most influential business executives. Executives qualify for the survey by virtue of working for the region’s largest and most important companies, and by having a senior management role within those companies. BE:ASIA business people therefore make decisions on behalf of companies, which account for a large proportion of economic activity across the region. BE:ASIA is first and foremost a media planning tool, used for campaigns directed at senior business decision makers, frequent travellers, high income earners and other business/ high status targets. The survey is also of interest to other users concerned with the size, composition and profile of this group. Being focussed on senior executives, BE:ASIA is unique in providing large sample sizes, even when analysing sub-groups.

The major areas covered by the survey data are:

• recency (average issue readership) and frequency of reading
• most important business and most important current affairs reading
• television channels audience measurement and frequency of viewing
• most important TV channels viewed for your job
• recency (average issue readership) and frequency of Websites visited
• most important websites viewed for your job
• new media use – VOD, podcasting, blogging
• company size, activity, scope of operations
• job title, directorships, scope and nature of responsibilities
• scope and value of decision making
• business and personal air trips and hotel stays
• income, net worth, personal investments, credit card usage
• ownership/ usage of high status items, technology and the Internet
• car ownership
• attitudes to work and home life
• demographics

BE: Asia Sponsors

Technical Details:

BE:ASIA is the eleventh in a series of surveys that first appeared in 1985. BE:ASIA (formerly ABRS) has used a consistent definition of a business person throughout the survey series, with continuous updating and refinement. BE:ASIA 2009 covers an estimated universe of 238,616 executives at 49,048 business establishments.

Method

1. Establishments are sampled from general and sector specific business lists.
2. These establishments are called to confirm their eligibility for the survey and to identify up to three qualifying individuals per stablishment.
3. A self completion questionnaire is sent to eligible individuals. Additionally, a URL is provided for alternate online completion.
4. Data from returned questionnaires is weighted to represent the universe of BE:ASIA executives (as estimated from stages one and two).
5. The results are based on two years worth of universe estimations weighted evenly to reflect data across these periods.

Questionnaire The questionnaire is sent to respondents in their language of preference (either the local language or English) and is also available online. The 4 sided questionnaire collects readership, viewership, business and personal profile data. In each country, a common list of international and regional publications are covered, together with relevant national titles. Fieldwork Timings Questionnaires were despatched week commencing 16 March 2009, and returns accepted until 15 June 2009.