The survey of China was self-sponsored by the Beijing-based independent public opinion polling firm Horizon Research Consultancy Group. The sample compositions are as follows:
- General Public: The survey was conducted between August 18 and September 7, 2007 through face-to-face interviews with a nationwide, statistically representative general population sample consisting of 4,104 Chinese adults (18-60 years old). The sample was constructed using multi-stage random sampling method, including respondents from seven cities, seven towns, and ten villages. The margin of error is plus or minus 1.6 percentage points.
- Opinion Leaders: The survey was conducted between August 18 and September 10, 2007 through face-to-face interviews and telephone interviews with a sample of 203 opinion elites in China’s major cities. The sample was comprised of: (1) 60 social sciences experts from universities and research institutions; (2) 62 senior journalists and editors covering cultural, social, political, economic, or foreign affairs issues from provincial and national level news organizations; (3) 44 senior managers from NGOs working on cultural, social, political, economic, or foreign affairs; and (4) 37 senior professionals in such fields as law, accounting, marketing, and consulting.
- Business Leaders: The survey was conducted between August 18 to September 10, 2007 through face-to-face interviews and telephone interviews with a sample of 156 business elites in Beijing, Shanghai, and Guangzhou. The sample was constructed using the quota sampling method and was based on executives and senior level decision makers from corporations in different sectors (manufacturing, agriculture, service, etc.) and with various ownerships (state-owned enterprises, joint venture, private enterprises, etc.).