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ESOMAR Global Market Research Industry Survey 2017 (for 2016)


Thank you very much in anticipation for your contribution to this study on the Market Research Industry in 2016. As in previous years, the ESOMAR study aims to collate key data and information on the market research industry, on a worldwide basis, and we would greatly value your response to this survey. It provides very valuable information on the evolution of our industry.

Please find below an overview of the survey structure and the topics on which we would wish to have your input:

  • Organisation size and industry landscape
  • Sources of turnover by type of client, research method, research design and project type
  • A control check of 2015 market research turnover
  • Expectations for 2017

When you have made your calculations, please submit your data in the online questionnaire below. If you have any questions on the study, please contact Leonie Vorster (ceo@samra.co.za). The deadline for submissions is 5 July 2017. Participation is free, and participants who submit a complete data set receive a free copy of the local results when we submit the data to ESOMAR for analysis.

Please feel free to distribute the questionnaire (also to SAMRA non-members).

With many thanks in advance for your help in this important study!

Leonie Vorster, Chief Executive Officer: Southern African Marketing Research Association (NPC)

______________________________________________________________

Instructions

WHAT TO INCLUDE:

NB: This survey is for organisations operating from South Africa. However, if you are not operating from South Africa but would like to see this study being done in your country, please get in touch and we will see what we can do.

In the first section, you are asked to provide the total amount of market research turnover in your country. The total should include both primary and secondary market research. For the purpose of this survey, we define primary market research (including passive and social media research) as research that is ‘new’ or ‘original’ that collects data from source in order to answer a question or gain more understanding of a specific issue. Secondary research involves the compilation and analysis of previously collected or published information, which can then be used to answer a question or gain more understanding of a specific issue.

The total should also cover all work that is commissioned to be undertaken by research providers in South Africa either by clients inside South Africa or clients based in other countries. This includes international projects managed by companies in South Africa as shown below at question 1a (2015 figures) and 2a (2016 figures).

NBNBNB: Please use the following matrix to confirm what your estimate should include (green) and exclude (red): Type of Service Inclusions and Exclusions 2017 for 2016

SUBMISSION: Please collate a hard copy of your data before submitting online, and make sure that you receive a confirmation email that we have received your online submissions for both Part A and Part B. Sometimes server security settings prevent submission, and we would hate to miss out on your data!

For practical reasons, the survey is divided into two forms/parts below, both of which must be submitted online, separately.

PART A

ESOMAR Global Market Research Industry Survey

Please consult the notes to the survey (see above) before completing the questionnaire below.

This includes work subcontracted to other research companies outside South Africa

1a. + 1b. = 100%
Including Advisory Services and market research analytics (including big data)

This includes work subcontracted to other research companies outside South Africa

2a. + 2b. = 100%
Including Advisory Services and market research analytics (including big data)

4a. + 4b. = 100%

This includes fieldwork conducted with respondents in countries outside South Africa, as well as fieldwork conducted with respondents in South Africa AND other countries

5.1a. + 5.1b. = 100%

5.2c. + 5.2d. = 100%

PART B

ESOMAR Global Market Research Industry Survey 2017, for 2016

Please provide whole percentages without decimal points and please double-check that the figures you enter add up to 100%.

Consumer Durables include electronics (televisions, refrigerators, handsets)
Utilities includes gas, electricity, water and postal services whether public or privately owned
Media and Entertainment includes broadcast media (TV, radio, cable etc., whether public or privately owned), on-line companies (e.g. Portals, ISPs) and any other media
Research institutes include Foundations and Universities, as well as dedicated Advisory, Economic or Specialist institutions that are (usually) endowed for doing research
Other includes all other services e.g. charity, travel & tourism, sport & leisure, catering & hospitality, other professional services, etc.
This can include all other services such as charity, travel & tourism, sport & leisure, catering & hospitality, other professional services, etc.

Make sure these percentages add up to the percentage given for Consumer Non-Durables at question 8a, and NOT 100% (unless all your work falls under Consumer Non-Durables). Specify 0 for all if you do not do any work in Consumer Non-Durables.

Please provide whole percentages without decimal points and please double-check that the figures you enter add up to 100%.
Quantitative Research + Qualitative Research + Other = 100%

Make sure these add up to the percentage given for quantitative research at question 9a, and NOT 100% (unless all your turnover is derived from quantitative research only)

Online traffic / audience measurement includes website measurement, and social media monitoring
Automated digital/electronic includes retail audits and media measurements, as well as Interactive Voice Recording (I.V.R.) interviews

Make sure these add up to the percentage given for qualitative research at question 9a, and NOT 100% (unless all your turnover is derived from qualitative research only)

This includes online focus groups, in-depth interviews and online ethnography

Please provide whole percentages without decimal points and please double-check that the figures you enter add up to 100%.

(at regular frequency, including radio listenership, online web tracking, brand, advertising and customer satisfaction trackers, as well as \"retainer\" contracts covering for example 12 months of concept testing, innovation workshops, etc.)

Please provide whole percentages without decimal points and please double-check that the figures you enter add up to 100%.

Including syndicated or custom retail/consumer panel/surveys for market size and share, including online
Including marketing mix and media modeling
Including testing of concepts, products, services, packaging, pricing, mix, etc. and volume forecasting
Including viewing, listening, readership, and including online and social media measurement
Including segmentation studies and motivational research
Note: Please do not include the effect of inflation.
Please do not include the effect of inflation
Please do not include the effect of inflation
We would appreciate your thoughts on how this questionnaire could be improved.

PRIVACY POLICY

This research is conducted in strict adherence to the ESOMAR and SAMRA Code of Conduct that is available here: http://www.samra.co.za/ethics/code-of-conduct/

  • We are not trying to sell or promote anything. This is a market research survey using scientific methods and we promise that, in obtaining your cooperation, we will not mislead you about the nature of the research or how we will make use of the findings.
  • The answers you give us will be treated as confidential unless you have given your consent to the contrary. In the relatively few instances where we ask you for permission to pass data on in a form which allows you to be personally identified, we will ensure that the information will be used only for research purposes.
  • We will not send you unsolicited mail or pass on your e-mail addresses to others for this purpose. If we want to send you future e-mail, we will ask your explicit permission for this.
  • As with all forms of market and opinion research, your cooperation is voluntary at all times. No personal information is sought from or about you, without your prior knowledge and agreement. You are entitled at any stage of the interview/questionnaire, or subsequently, to ask that part or all of the record of your interview/questionnaire be destroyed or deleted. Wherever reasonable and practical we will carry out such a request.
  • We try our best not to interview children without first getting the permission of their parents, though we cannot always guarantee this to be the case.
  • We use cookies and other similar devices sparingly and only for quality control, validation and to prevent bothersome repeat surveying. You can configure your browser to notify you when cookies are being placed on your computer. You can also delete cookies by adjusting your browser settings. We automatically capture information about your browser type in order to deliver an interview/questionnaire best suited to your software. We do no other invisible processing of data from your computer.
  • Our web site has security measures in place to protect the loss, misuse, and alteration of the information under our control.
  • Only certain employees have access to the information you provide us. They have access only for data analysis and quality control purposes.
  • You can contact us at info@samra.co.za to discuss any problems with this survey.
  • You can find out more about us at www.samra.co.za.
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