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Pakistan Non-Dairy Cold Beverages NeedScope - Methods Report

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August 22, 2011

Contents

Project Profile:
Country: Pakistan Study: Pakistan Non-Dairy Cold Beverages NeedScope U&A Study Consultant: XYZ Field Dates: ----Number of Modules: 2 (Individual Module, Provider Module) Sample Size: Individual module = 1800 Provider Module = 2000 Number of Interviewers: ----The objectives of the study were To understand the Usage and Attitude for various Non Dairy Cold Beverage categories To identify the different need-state segments (& sizes) that exist in non dairy cold beverage (CSD/ Juices and Branded Water) category and to identify brand positioning in this need based framework

Study Specifics
Personally consumed either CSD/ Juices/ Cordials/ Branded water/ Powder Beverage and Unbranded Cold Beverage in the last 30 days (i.e nowadays) (Note: Since we will be conducting the Needscope interviews as well kindly ensure that CSD/ Juices/ Branded water is consumed in the last 30 days) To be interviewed from Males and Females SEC A, B and C Age bracket from 18 years to 35 years Users of various brands of categories CSDs, JNSDs, Cordials, Branded water, powdered beverages and unbranded cold beverages. Quota assigned on o Location o Age o SEC o Brand usership

Project Schedule:
Project Phases Translation Pre-Quant Questionnaire/Translation Finalization Field setup/Printing/ stimulus preparation Briefings/ Training Fieldwork Data Entry Double punching/Quality assurance Data to ABC Start Date End Date

Note: This methods report is based on only 2850 number of interviews, 1350 of individual module and 1500 of Provider module. The remaining interviews are of Karachi that was postponed till Eid due worse law and order situation. Additionally some of the interviews of Rawalpindi/Islamabad were also rejected due to quality issues. All these remaining interviews will be conducted soon after Eid.

Introduction
This study was designed to conduct a survey on the users of Non-dairy cold beverages. It was basically a usage and attitude survey. There were two modules one for all both genders (i.e. individual) while the other was based on the household consumption and to be asked only from females/Housewives (i.e. Provider Module). This methods report is based on only ---- number of interviews, ----- of individual module and ------ of Provider module. In order to meet the quota of the brands, we did some booster interviews.

Universe
The universe of the study is males and females from Karachi, Lahore, Islamabad/ Rawalpindi, Faisalabad, Multan and Gujranwala for individual module and females from Karachi, Lahore, Islamabad/ Rawalpindi, Faisalabad, Multan and Gujranwala for provider module. Screening criteria was as follows: 1. Females of age 18-35 for all user ship types. 2. Must have a major role for the selection of for the use of Non-dairy cold beverages for household/Individual consumption. 3. S.E.C A, B & C

Sample
The sample was selected in each city 1. ------ Randomly selected respondents from the randomly selected areas from given cities of Pakistan. Random walk was done using right hand rule without any skipping between households. 2. ------ Booster interviews were completed through snowball, quota and purposive sampling.

Sample selection process and specifics: In Random: Contact respondent at their homes. Complete the contact sheet. If falls on the criteria to be a potential respondent, then interviewed. In Booster: Respondents were recruited from the specific area by using Quota, snowballing and sampling technique.

Data Collection Mode

Data was collected through face-to-face questionnaire based interviews. The recruitment was done door to door interviews while interviews on for main questionnaire were conducted by CLT (Central Location Testing).

Step 1: Local version of finalized module

The first step was to make the local version of the module i.e. to convert the clients English version into local language (Urdu) and then it was approved by the client.

Step 2: Development of Training module

On the basis of the final module, the training module for the Enumerators/Supervisors was prepared containing all the necessary instructions for both individual and provider modules.

Step 3: Training sessions with supervisors and interviewers Interviewers

We have arranged well educated and experienced interviews. Many of the interviewers also worked with us in same type of surveys.

Brief description of Field Force (Interviewers)

Cities Lahore Multan Faisalabad Gujranwala Rawalpindi/Islamabad Karachi Total Male Female Total

Training of Interviewers

Where was the briefings held?

Briefings XYZ Central office Lahore Field office through telephone Multan Field office through telephone Faisalabad Field office through telephone Gujranwala Rawalpindi/Islamabad Field office through telephone Field office through telephone Karachi Cities

Who attended the briefing(s)?

Cities Lahore Multan Faisalabad Gujranwala Rawalpindi/Islamabad Karachi XYZ Central office Supervisors, Interviewers XYZ Field office

Who conducted the briefing(s)?

Cities Lahore Multan Faisalabad Gujranwala Rawalpindi/Islamabad Karachi XYZ Central office Project Manager XYZ Field office Field Supervisors Field Supervisors Field Supervisors Field Supervisors Field Supervisors

 Issues emphasized during briefing(s)

Randomness of survey and how to follow right hand rule How to ask interview respondents and what aspects of the questions to be emphasized during this exercise. Technicality of consumption questions in questionnaire Technicality of main questionnaire/ its methodology Handling of brand photos during interviewing Handling of rotation cards and its proper use during interviewing Handling of brand photos and rotation cards at a same time

Reasons for interviews being refused or terminated

Respondent not willing to give time Respondent is not meeting screening criteria

Step 4: Quality Assurance through back checking, Visual checks and consistency checks
Rejected interviews
During initial phase we have rejected no of interviews at centers details are given below: Lahore ----interviews Rawalpindi/Islamabad ------ interviews Multan ----- interviews Faisalabad ------ interviews Gujranwala ------ interviews

Reasons for interviews rejected/ sent back to field?

Inferior quality of interviews Incomplete interview Missing Information (questions left incomplete Inconsistent information (wrong collages in main questionnaire) Consumption grid is not completed according to instructions (i.e. empty grid column of yesterday consumption)

 Problem Interviewers/Supervisors What Did You Do With?

The reasons identified for termination are incomplete interviews, refusal to answer on some questions, missing answers and barring in mind that in spite of trying to contact the respondents again in order to get the missing information the field team could not reach them.

Problem encountered during field work?

The main problem that occurred during fieldwork was in Karachi. Due to law and order situation in Karachi, we had to postpone the FW till Eid. Secondly there were also some quality issues due to which we have to send around 200 interviews back to field (i.e. Rawalpindi). These interviews will be redone after Eid.

Quality Control Methods

Supervisor accompaniment at all centers. Supervisor verification (face to face) Back checks Logical checks Quality control during field editing at supervisor level Quality control during field editing at XYZ office. Field Editing at Supervisor Level Field Editing/Visual checks at XYZ Back Checks/Verification Logic Checks Double punching 100% 100% -----100% 15%

Results of Quality Controls

# Interviews Rejected Prior to Completion of Interviews 0 # Interviewers Terminated 0 # Supervisors Terminated 0

After Completion of Interviews

Step 5: Quality Assurance during data entry through double punching

General perception of the questionnaire and difficulties encountered in the course of the survey by respondents and interviewers.
From interviewer side, the respondents forgot about the given appointments and were busy in their programs, while some of the respondents were confused with some of the questions specifically that were not applicable.

Other Comments
Interesting survey for all team members

Interviewers Profile
Code Emad F Marwa Y Marwa A Hussain M Aqeel A Khadija S Alyaa J Mustafa A Fatma E Rehab S Gender Male Female Female Male Male Female Female Male Female Female Age 25 23 28 25 24 28 26 26 25 32 Education University graduate University graduate University graduate University graduate University graduate University graduate University graduate University graduate University graduate University graduate Profession Business Informatics Information Information Business informatics Business management Business management Business management Tourism Information technology Economy

Shaimaa A

Female

24

University graduate

Business Informatics

Quotas Achieved:
City Wise Sample: City Wise Sample Karachi Lahore Rawalpindi/ Islamabad Multan Faisalabad Gujranwala Grand Total 2000 1800 Individual module Achieved Provider Module Achieved

Random/ Booster: City Wise Sample Random Booster Total Individual module Achieved Provider Module Achieved

Age Groups: Age Groups 18-24 years 25-30 years ---------

31-35years Total

-------------

S.E.C: SEC A B C Total -------------------

Interviewers: Interviewers Karachi Lahore RWP/Isbd Multan Faisalabad Gujranwala Total -------------------------------------

Brands Achieved: Brands Individual module Achieved Provider Module Achieved