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19 ogunsiji Close, Off Allen Avenue, Ikeja – Lagos Tel: 234 (1) 7741758, 7901068

AMPS & DIARY IN NIGERIA: Challenges and Hand-On Lessons. By ‘Sola Akinnagbe Group Managing Director Market Research Consultancy Ltd. Lagos, Nigeria. @ 10 th Pan African Media Research Organization Conference Lagos, Nigeria. 19 ogunsiji Close, Off Allen Avenue, Ikeja – Lagos

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19 ogunsiji Close, Off Allen Avenue, Ikeja – Lagos Tel: 234 (1) 7741758, 7901068

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  1. AMPS & DIARY IN NIGERIA: Challenges and Hand-On Lessons By ‘Sola Akinnagbe Group Managing Director Market Research Consultancy Ltd. Lagos, Nigeria. @ 10th Pan African Media Research Organization Conference Lagos, Nigeria. 19 ogunsiji Close, Off Allen Avenue, Ikeja – Lagos Tel: 234 (1) 7741758, 7901068 Email: mrcnigeria@mrcoffice.com

  2. Contents • Challenges & Action Point • Coverage • Content • Approach/method • Timing • Management- Partnership (MPS-MRC) • Lessons • Commitment • Professionalism • Partnership

  3. Challenges & Action Point • Scope • AMPS - All Media and Products Survey (Products, Brands and Activities ) • RAMS - Radio Audience Measurement Survey • TAMS – Television Audience Measurement Survey

  4. Challenges & Action Point • Coverage • National representation without RURAL • Challenge: • Nigeria population is officially 65% rural • Nigeria population from research perspective: • Urban – 35% • Semi Urban – 30% • Rural - 30%

  5. Challenges & Action Point: Coverage… • AMPS • Covers urban and semi urban only • Diary • Covers urban only • Forced to drop rural for cost consideration • Due to under-subscription by agencies • This threatened the survival of this bold initiative • However, the overall goal of the study especially with respect to quality and reliability of output remains sacrosanct

  6. Debilitating Challenges: Content • Questionnaire is getting more lengthy • AMPS’ objectives brodened to cover habit and usage information in the product section • Information required on advertisement of each product has been broadened • However, adoption of PAMRO harmonized questionnaire with some local content is a lot helpful

  7. Debilitating Challenges: Methodology • Interview method is face to face • Using paper and pencil recording • Interview lenght is on the increase in the ever bussy and impatience environment like Nigeria • Transportation of questionnaires across the country • Risk of loosing the questionnaires along the line

  8. Debilitating Challenges: Timing • AMPS data users tends to be impatience because of the time span of the survey • Delay in take off time due to: • Tecthnical issue • Project finance • Courier services delay

  9. Management- Partnership (MPS-MRC) • MRC • Chosen for: • Optimum control • Needs for stringent data security and confidentiality • Timely delivery for up to date planning • Cost effectiveness • Long term sustainability of the project • Meeting deadline for monthly reporting • On-the job improvement is on-going with the setting up of quality control committee of the stake holders

  10. Management- Partnership (MPS-MRC) • MPS • Quality Control Committee set-up in May 2006 • Membership consist of: • ADVAN 2 members • MIPAN 3 members • AAAN 2 members • BON 2 members • NPAN 1 member • MPS 1 member • MRC 1 member • The committee supervises the following: • Set guidelines for the quality of data • Vetting & review of questionnaire structure • Review & monitoring of fieldwork and raw data.

  11. Lessons • Commitment • Where there is a will there is always a way • Creativity, openness, consultation and dexterity make us overcome • Professionalism • Against all odds, PAMRO quality standards were retained. This implies: • Even and proportionate spread of the AMPS sample across all the states of federation • Minimum analyzable sample base of at least 30 respondents per basic analysis cell • Stringent application of world class quality control measures at all levels of implementation from design to field and data processing • Partnership • Increase in the clientele base of MPS data due to wider acceptance • Support by stake holders and all relevant industry bodies

  12. Future Plan • Consistent application of LSM • Adequate financing of project • Upgrade of current software packages for data capture and analysis • Increase the Diary location from the present 10 to 20 locations since the level of listener-ship and viewer-ship is on the increase in Nigeria • Introduce sophisticated approach to data collection • Possibility of introducing People Meter • Use of CAPI, CATI. • Release of diary monthly with the possibility of weekly and even daily planning/information • Introduction of programmes rating

  13. Thanks for Listening!

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