TARGET sharing its experience on market research at Université de Kinshasa
The use of CAPI method for indoor interviews
TARGET uses henceforth CAPI (Computer Assisted Personal Interviewing) method instead of questionnaires written on a paper to conduct interview of consumers during market researches requiring indoor interviews such as taste test, package test and advertisement test. . CAPI method provides a lot advantages: savings of time since information are directly recorded in computer, gain on productivity since there will be no longer use of encoders (keyboarders) anymore and expenses in terms of questionnaires printing will no longer exist neither even in terms of transport fees as well as freight of questionnaires (in the event of a research to be carried out in another town).
In order to better conduct interview with CAPI method, TARGET SPRL agency has just bought about ten laptop computers and the most recent up-to-date version of Sphinx software called (SphinxiQ) which has not only all available functionalities of the last version SphinxPlus² but also includes new functionalities such as multi varied analysis, textual analysis and computer-aided design of questionnaire. SphinxiQ is for the time being the reference software for quantitative and qualitative market research used by many research agencies throughout the world.
TARGET surveyors’ team of Kinshasa has been trained in the new interview method (CAPI) on 24 April 2013. The said training has been provided by Mr. Blaise PEZO (IT Specialist of TARGET SPRL) in the presence of Madam Hortense MBUMBA (Project Manager of TARGET SPRL). Similar training is planned for TARGET teams of other towns within the next months.
TARGET medium-term goal is to generalize CAPI method over all quantitative researches and this is to be done thanks to the purchasing of appropriated equipments (PDA, Tablets,…) with the support of different partners (backers, customers, banks,…). Other modern methods of surveys such as CATI (Computer Assisted Telephone Interviewing) and CAWI (Computer Assisted Web Interviewing) shall be progressively incorporated in TARGET working means in order to propose to our partners a high-quality service complying with international standards of ICC ESOMAR.
TARGET is presently the only research agency in DR Congo to be officially affiliated to ESOMAR CORPORATE (world association of market research agencies based at Amsterdam in Netherlands) and intends to position by 2015 amongst reference research agencies of Central Africa.
Tuesday, April 30, 2013 - 21:12
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Context
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In an interview on the website Mediacongo, Serge Mumbu (ESOMAR Representative for DRC) present the structure, explains the benefits of an ESOMAR membership a
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Serge Mumbu, General Manager of Target SARL has been named as ESOMAR Representative for DR Congo with principal duties to recruit new ESOMAR members and p
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In accordance with the OHADA uniform act concerning Trading Companies Laws and with the legal and regulatory requirements on the
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1. Target SPRL has just published results of survey on perception of countries and organisations operating in DRC.
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Perception of countries and organizations in DRC is a survey carried out by TARGET within 7 provinces of DRC towards a sample of
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TARGET SPRL, agency specialized in market research and Marketing consultancy officially launched its activities on 11 October 20
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The GRAND CEVAHIR HOTEL of Istanbul in Turkey hosted the 66th ESOMAR Congress (The world association of professional market research) from September 22 to 25
