How the Survey Was Conducted

The articles above and on page 5 are the first in a series to appear through Jan. 3 reporting results of the 13th annual American Banker survey of consumer attitudes toward banking and financial services.

For the sixth consecutive year, the survey was conducted by the Gallup Organization Inc., Princeton, N.J. Gallup also assisted in preparation of the questionnaire and analysis of the results, which it gathered in 1,031 telephone interviews from Sept. 5 to Oct. 5.

The respondents were chosen by random-digit dialing, which ensures a representative sampling of all households with telephones, including those with unlisted or new numbers. Interviews proceeded only with adult heads of household who said they had at least one type of account with a financial service provider.

Typically, up to 20 minutes was required to answer 40 to 45 questions.

The statistical margin of error is plus or minus 3% at the 95% confidence level. This means that on a question answered by all 1,031 people, it is 95% certain that the total population would fall within 3 percentage points of the result. The sampling error widens on questions answered by smaller groups of respondents.

For information about the Gallup Organization and its work for American Banker, contact Carole Hewitson at 714-474-7900.

American Banker plans to publish a more extensive report on the survey, including these articles, the full questionnaire, and more detailed tabulations. For information call 800-367-3989 or 212-803-8368.

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