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80 percent of data collection in Africa is with pen and paper or face-to-face interviews

Online data collection is yet to become well established in Nigeria because of the unreliability of communication services, according to Paul Nnanwobu, Chief Executive of Random Dynamic Resources, a fast-growing indigenous market research company.

Nnanwobu said the communication connectivity challenge in Nigeria and other African countries has made pen and paper the most effective method of data collection in addition to face to face interviews (PAPI-F2F) both of which are responsible for about 80 per cent of research process.

Random Dynamic Resources has just been made a member of the Council of American Survey Research Organization (CASRO) after its activities were profiled by the council to assess its operating standards.

CASRO also noted the company’s notable achievements in delivering quality market research data to internationally recognised research companies such as Millward Brown, Nielsen, GFK, TNS and Ask Afrika.

CASRO’s report was published in its newsletter which said sectors where African customers’ opinions are in high demand are mobile telephony, information technology, and fast moving consumer goods (FMCGs).

Nnanwobu also noted the act of inputting data collected via PAPI into an online databank which is popular in Nigeria, Kenya and South Africa.

He said social networks sites such as Facebook and Linkedin remain under-utilised and momentum has yet to be gained.

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