Market Studies


Market Studies

The Middle East is considered to be a promising market, due to its high population density, excellent purchase power, consumption pattern and consumer diversity, particularly in the Gulf countries. These factors make it attractive market for foreign investors. As such, in order to introduce or promote a commodity or service, careful study and planning is required. Competition is assessed during the market study using several tools and indicators.We analyze the competitive environment in a client's target country or market, in order to determine whether market entry is advisable. Our work addresses the fundamental question - can money be made here? By providing our clients with a detailed overview of their main competitors, their prices and the fiscal environment, we present them with likelihood of success according to their objectives.We also provide answers to specific questions brought about by clients regarding a particular sector of the economy and other market players in that sector as well as give strategic guidance to companies interested in obtaining in-depth insights into the competitive landscape of a particular location.

Market Surveys

Thousands of commodity producers and service providers storm the markets with innovative products throughout the year, but few of them succeed in gaining the highest market share. Special market survey services are demanded to investigate the potential of Middle Eastern markets, using a range of data collection, polls, perception, awareness measurement and public consensus tools. Moreover, numerous organizations and entities are interested in learning more about the behaviors, patterns and aspects of certain segments as a result of factors or interventions affecting these segments, and the only reliable source for such information is the structured market survey.When it comes to market surveys, Dajani Consulting is one of the strongest companies in Jordan and the region, owing to our network of field surveyors. Our tools are researched, designed and tested by our own specialized consultants who work rigorously in achieving the desired information.We utilize face-to-face surveys, telephone surveys, focus group sessions and other market survey methods. No matter the size of the survey, we can complete it in a reasonable period of time. By effectively utilizing large numbers of surveyors, we have managed countless nationwide surveys.Our statistician and quality control personnel ensure the survey's results are delivered accurately and interpreted according to the client's needs.Our staff includes full time surveyors, data entry, quality control personnel and analysts. Our objective is to achieve high quality market research that yields sound and valid conclusions by reaching maximum survey response rates. Consequently, we were able to provide the most appropriate recommendations for decision makers in an effort to develop future policies and actions. Our services covers both qualitative and quantitative  surveys  from A-Z with over 60,000 face to face interviews on the ground every year and hundreds of key informat interview and focus groups sessions . Our services in surveys includes:

  • Design of Data Collection tool: we develop the research questions, instructions and contents of the tools such as survey forms, FGD guide, KII interview checklist and others.
  • Field Work: we assemble and organize field staff including enumerators, supervisors and others, train them, pilot the tools, and launch the data collection according to work plan
  • Data Processing and Analysis: we download data is several forms (Excel, SPSS, STATA) and inspect it, clean it and process it to be analyzed statistically or narrative.  
  • Reporting: we have the capacity to produce analytical reports including descriptive analysis showing tables and charts, in addition to interpretation, conclusions and recommendations.
  • Presentation:  we prepare short, comprehensive and executive presentations for reflecting and obtaining feedback from stakeholders.

Our quality control  measures used in research and may include but not limited to utilization of :

  1. Techniques: surveyors use latest data collection and data entry technology and techniques such as portable personal digital assistant (PDAs), smart tablet devices, and iPads.  A full on-line and off-line electronic survey application and platform is also available.
  2. Audit: collected information (either hardcopy or softcopy) is reviewed for compliance with instructions, completeness and integrity. Questionnaire forms that are lacking few parts or data are rejected.
  3. Verification: The data entry process involves verification of entered data against collected data, to ensure accuracy and correctness.
  4. Validation: the collected data is validated by contacting a sample of the respondents, and check back the credibility. False or fabricated data would be eliminated and replaced by factual data.
  5. Our field supervisors plays essential role in monitoring and facilitation of field work on the ground.

Methodologies: Quantitative and Qualitative

Dajani Consulting carried out quantitative research. Quantitative research includes :

Computer Aided Personal Interview (CAPI)

It is an interviewing technique in which the respondent or interviewer uses an electronic device to answer the questions. It is similar to computer-assisted telephone interviewing, except that the interview takes place in person instead of over the telephone. This method is usually preferred over a telephone interview when the questionnaire is long and complex. It has been classified as a personal interviewing technique because an interviewer is usually present to serve as a host and to guide the respondent. If no interviewer is present, the term Computer-Assisted Self Interviewing (CASI) may be used.

Characteristics of this interviewing technique are:

  • Either the respondent or an interviewer operates a device (this could be a laptop, a tablet or a smartphone) and answers a questionnaire.
  • The questionnaire is an application that takes the respondent through a set of questions using a pre-designed route based on answers given by the respondent.
  • Help screens and courteous error messages are provided.
  • Colorful screens and on and off-screen stimuli can add to the respondent's interest and involvement in the task.
  • This approach is used in shopping malls, preceded by the intercept and screening process.
  • CAPI is also used to interview households, using sampling techniques like random walk to get a fair representation of the area that needs to be interviewed.
  • It is also used to conduct business-to-business research at trade shows or conventions.

Computer Aided Telephonic Interview (CATI)

It is a telephone surveying technique in which the interviewer follows a script provided by a software application. It is a structured system of microdata collection by telephone that speeds up the collection and editing of microdata and also permits the interviewer to educate the respondents on the importance of timely and accurate data. The software is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant. It is used in B2B services and corporate sales.

CATI may function in the following manner:

  • A computerized questionnaire is administered to respondents over the telephone.
  • The interviewer sits in front of a computer screen.
  • Upon command, the computer dials the telephone number to be called.
  • When contact is made, the interviewer reads the questions posed on the computer screen and records the respondent's answers directly into the computer.
  • Interim and update reports can be compiled instantaneously, as the data are being collected.
  • CATI software has built-in logic, which also enhances data accuracy.
  • The program will personalize questions and control for logically incorrect answers, such as percentage answers that do not add up to 100 percent.
  • The software has built-in branching logic, which will skip questions that are not applicable or will probe for more detail when warranted.
  • Automated dialers are usually deployed to lower the waiting time for the interviewer, as well as to record the interview for quality purposes.

 

Dajani Consulting delivers  qualitative research, including:

Focus Groups Discussions (FGD)

We provide high quality focus groups sessions. Our main goal is to hold successful sessions that cater for the objective of the study. This includes:

  • Identification of research objective.
  • Designing the themes and questions in the form of discussion guide.
  • Selection and invitation of the participants.
  • Selection of venue.
  • Carrying out focus groups session with notes taking.
  • Analysis of finding and report writing.

Key Informant Interviews (KII)

Key informant interviews are qualitative in-depth interviews with people who know what is going on in the community. The purpose of key informant interviews is to collect information and opinions from a wide range of people—including public officials, community leaders, professionals, or residents—who have firsthand knowledge about certain topic. These official and community experts, with their particular knowledge and understanding, can provide insight on the nature of problems and give recommendations for solutions. Our methodology for implementing Key Informant Interviews include:

  • Understanding the background and context
  • Defining the research objectives and purposes
  • Determine the required qualitative data
  • Prepare the list of potential key informants / interviewees
  • Develop the interview guide including questions
  • Scheduling and conducting KIIs
  • Review and finalize the interview transcript
  • Analysis and integration with other research techniques

Sector Studies

Countries usually rely on certain sectors in supporting their existence and development, while other sectors remain weak or unnoticed. Improvement and support of these other sectors depend on deep diagnosis and analysis of representative members of the sector as divided according to sub-sectors, size and specific economic activities.Commonly, sector diagnosis targets the major operations of the sector such as production, HR, marketing and financial systems.Our sector studies are multifaceted and may take different forms depending on the client's needs. The studies we provide may range from a certain sector aspect, to a full sector profile, or even investment opportunities within a sector. Regardless of your sector inquiries, all of our studies include sector profiles, analysis of the sector, and recommendations for future developments.

 

 

Market Research References



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