Call for Applications: Service of a Research Firm to Conduct a Readership Survey (Deadline: June 30, 2016)

Terms of Reference

  1. Background

The National Book Development Board (NBDB) is the lead agency promoting the continuing development of the book publishing industry to ensure an adequate and accessible supply of quality books for the global market.

Under the Book Publishing Industry Development Act (R.A. 8047, Section 4d), the NBDB is mandated to promote book readership especially among the young and neoliterates, through programs promoting literary and good reading habits, book fairs and exhibits, and an efficient nationwide system of libraries and reading centers especially in the rural areas. To realize this objective, the NBDB is tasked to conduct a survey to determine the reading habits and attitudes of Filipinos (Section 5d).

The NBDB Readership Survey was conducted in 2003, 2007, and 2012 to determine the reading habits of Filipinos. The results of the survey helped NBDB and its stakeholders in identifying the reading habits of Filipinos and the types of books they like to read. The results were also used in determining appropriate capacity building, content development, and book promotion programs undertaken by the agency and the industry.


  1. Survey Objectives

The objectives of the survey are as follows:

  • To identify the reading behavior of Filipinos in terms of general reading materials and non-school books (NSBs);
  • To determine reading preferences;
  • To determine patterns of purchase and acquisition of reading materials;
  • To determine the extent of electronic book readership; and
  • To determine attitudes towards books and reading.


  1. Location

The survey will be conducted for the entire Philippines with four (4) major study areas:

  • National Capital Region (NCR)
  • Balance Luzon (outside NCR)
  • Visayas
  • Mindanao


  1. Respondents

Minimum of 1,200 sample households


  1. Methodology

Face-to-face interview with Filipinos aged 7 and above


  1. Duration

January – August 2017


  1. Activities and Outputs
Activities Outputs
a.    Determination of schedule of the survey Final workplan
b.    Review and enhancement of the survey methodology Survey instruments (in Filipino, English, Binisaya/Cebuano, Ilocano, Hiligaynon, Bikol, Waray, Kapampangan, Boholano, and Pangasinense) and survey protocol
c.     Pretest of the survey instruments and methodology Enhanced survey instruments and protocol based on pretest results
d.    Conduct of the survey Raw survey data and status updates
e.    Analysis and reporting of survey results Draft survey report and analysis and presentation of results
f.      Submission of final report Final report containing highlights of the survey results, PowerPoint slides of the highlights of survey results, and primary data tables


  1. Budget

PhP3,000,000.00, inclusive of taxes


  1. Qualifications

The company/agency must have a prior experience in conducting nationwide surveys specially on media and culture.


  1. Submission of proposal

Please submit your proposal and email to Atty. Aneka Rodriguez, Deputy Executive Director ([email protected]) on or before June 30, 2016. The proposal must contain the following:

a. Expression of interest to undertake the survey

b. Outline of the proposed survey methodology

c. 8-month workplan/timetable for conducting the survey

d. Budget details

e. Company profile including key clients served and type of surveys conducted. Please provide contact person and details per key client.