| Quantitative Research |
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| Over the past 20 years Pan
Arab Research Center has earned itself an eminent
position within the realms of consumer and media
research in the Middle East. |
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| Being in the unique position
of having our entire operation located throughout
the Arab world, enables us not only to maintain
extensive coverage of the region but to devote entire
teams of research professionals for each specific
quantitative project conducted on behalf of clients. |
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| Introduction |
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| Quantitative studies deal
with research findings in numeral or statistical
terms. Data is collected from a specific sample
of individuals using a pre-designed questionnaire
and implementing methods in compliance with international
research standards. The methodology used is entirely
dependent on the objectives and constraints of the
project such as time, budget, availability of the
target segment. |
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| Coverage in quantitative
studies is broad as the methods of analysis dictate
a need for the appropriate sample size and structures
to be utilized. |
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| Data collection methods |
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| Modes of data collection
are many, each having their own advantage and limitations: |
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| Face-to-Face interviews can
help take place either in the home, in the office,
upon interception in a public place or in any other
location conductive to the study. |
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| Through direct contact with
the respondent, this methods allows the use of show-cards,
ensures adherence to pre-set quotas and sampling
methods and the correct completion of questionnaires
by well-trained interviewers. It is a classical
well proven research instrument affording comparison
over time. |
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| Validation is maintained
through stringent briefing and interviewing techniques,
as well as re-interviewing and editing of the completed
questionnaires. |
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| Telephone interviews are
amongst the fastest growing research vehicles within
this region. The most evident advantage being speed,
as a national random survey can be conducted with
a much wider spread of interviews than a face-to-face
study. PARC has invested in sophisticated equipment,
techniques and interviewers using CATI (Computer
Assisted Telephone Interviewing) to administer the
questionnaire over the telephone. |
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| This process greatly increases
the efficiency and accuracy of data collection as
it allows for: |
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- Direct interviewing control.
- Monitoring of speech.
- Complex skipping instruction to be implemented
by the computer.
- Verification of data on a daily basis
through average number of responses
- Quota checks on each individual interviewer.
- Contacts to be made as far and wide
as rural and overseas areas.
- Quotas can be maintained and boosted
effortlessly ensuring fast turnaround
times.
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| A mailed self-completed questionnaire
is ideal for surveys requiring a broad spread of
contacts, particularly for topics relating to personal
interest and ownership. |
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| Mailing is usually achieved
on a sample ten fold the size of the quota, as in
the this region the filling in of forms by an individual
has some limitations: low returns, incomplete answers,
lack of interaction and misunderstanding of the
topic under investigation. |
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| However, in may cases, self-completion
questionnaires have proved very successful particularly
with respect to |
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- Feedback on ownership of products/services.
- Readership studies (inserting questionnaires
in certain publications).
- Tight and careful screening of participants.
- Simplistic feedback on usage patterns.
- Consumer panels.
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| Procedures in
qualitative research |
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| Each and every method
utilized in quantitative research can be applied to numerous
modes of studies: Ad hoc, where data is collected for
a single client and remains confidential; Syndicated,
whereby PARC initiates the study and syndicates it to
several interested clients; and Shared Participation like
the OmniBus or TeleBus. Although in some surveys one mode
is more suitable than others, certain prerequisites are
essential both during consultation with the client and
through the survey itself. |
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| The questionnaire is designed
in collaboration with the client using techniques developed
by PARC through decades of in-house trial. Implementation
is usually achieved in 2 languages, Arabic and English,
although other may be accommodated (Urdu, Tagalog, etc.). |
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| Briefing and de-briefing are conducted
meticulously, checking the understanding and correct implementation
of procedures throughout (particularly with respect to
show-cards, prompting and explanation of terms). |
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| A highly reliable control system
has been implemented which requires each interviewers
to receive a set of documents, including an assignment
form, hand tally form samplings statistics form, set of
blank questionnaires, and a set of show-cards. |
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| The interviews conducting the research
are usually a mixture of Nationals, Arab expatriates and
Asians. They are often university students , school teachers,
housewives and also employed persons who have sufficient
spare time. Thus, the PARC field force is a thoroughly
trained group with a sense of organization and responsibility. |
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| The sample is based on contacts
with individual respondents sought from either a multistage
probability sample of households and dwellings, or quotas
according to users, customers, ethnic groups, etc. The
sampling procedures are based on local census definitions:
Administrative Units, Clusters, Blocks and Compact Agglomerations. |
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| Re-interviewing is maintained on
a fraction of the total sample, up to 20% by face-to-face
re-interviews and tele-contact. Data processing Upon return
from the field, questionnaires are checked, edited, coded
and then keyed-to-disk with immediate validation upon
entry. |
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| While the coding/editing is initiated,
the researcher in-charge of the project constantly spot
checks the questionnaires to ensure that coding is done
in accordance with PARC standards. |
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| Upon return from the field, questionnaires
are checked, edited, coded and then keyed-to-disk with
immediate validation upon entry. |
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| While the coding/editing is initiated,
the researcher in-charge of the project constantly spot
checks the questionnaires to ensure that coding is done
in accordance with PARC standards. |
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| In interpreting survey results,
it should be remembered that all sample surveys are subjected
to Sampling Error, that is, the extent to which the results
may differ from what would be obtained if the whole population
had been interviewed. |
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| A sample of 1000 has a tolerance
within four percentage points, 95% of the time. Sampling
errors and tolerance limits are indicated in a table provided
with the final report. |
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| Topics Covered |
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| PARC offers quantitative research
services for a wide range of consumer, financial, industrial
commercial and trade research. Our extensive experience
in a multitude of fields has facilitated many specialist
areas including: |
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- Automotive and Transport Research and consultancy
services involving car manufacturers and related
sectors such as lubricants and gas stations.
A series of car statistics and syndicated new
car buyers studies are also available.
- Finance and Banking: PARC has maintained an
impressive track record in the Banking and Investment
world, supplying data on both a syndicated and
ad hoc basis, allowing our dedicated research
professionals to amass a wealth of experience
and knowledge of financial matters throughout
the region.
- Consumer Goods and Services Research: PARC
conducts studies for a number of local and international
producers and agents of fast moving consumer
goods. Ad hoc studies, syndicated industry studies
and the Omnibus service are offered to satisfy
the most demanding clients, including those
in the field of consumer goods and services:
dairy, meat and poultry, beverages, confectionery,
toiletries, food outlets, travel, etc.
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| We have, in the past, covered
many modes of research including: |
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- Usage and Attitude Studies.
- Customer Satisfaction Studies.
- Positioning Studies.
- Corporate Image Studies
- Employee Attitudes and Morale/Staff
Satisfaction.
- Corporate Perceptions of Needs and Requirements
Surveys.
- Account Holders Aptitude Studies.
- Tracking Studies.
- Intercept Studies.
- Catchment Surveys.
- Clinics.
- Dealership Studies.
- Concept Evaluations.
- Public Service Polls.
- Sampling Research.
- New Product Development.
- Rationalization Studies.
- Retail Localization Studies
- Market Assessment Studies.
- Consumer Purchase Habits.
- Consumption Habits.
- Price Perception Tests.
- Tracking Studies.
- Image and Development.
- Post-Ad Tracking Studies
- New Brand Development.
- Gate Keeper Surveys.
- Taste Tests.
- Communication Tests.
- Packaging Tests.
- Feasibility Studies.
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| Data Analysis
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| A written interpretive
analysis of the findings is prepared and can include
a variety of routine descriptive statistics, specialized
stat tests and multivariate analysis (perceptual
mapping, correlations, regression analysis, factor
analysis, discriminate analysis and cluster analysis).
In other words, reports are streamlined according
to the topic, method and outcome of each individual
study. |
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| Numerical results
are available in the form of statistical tables
analyzed by all factors of relevance to the client,
including: |
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- Sex
- Ethnic Group.
- Age
- Income
- Area
- Education
- Occupation
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| Our Experience |
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| Due to our extensive
experience in large-scale media and consumer surveys,
which demand field procedures of the highest caliber,
we are able to conduct studies of all nature across
10 Arab countries. |
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| PARC's personnel
consist of multilingual research executives who,
having lived and worked in the Arab world for many
years, are familiar with the intricate semantics
and peculiarities of specific markets. |
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