Marketing Research Development System

Data collection and analytics methods for organizations which deals with research works, operating in rural and urban locations are very cumbersome – particularly when they rely on traditional, non-electronic methods. To evaluate effectiveness and productivity, it has been necessary to adopt data and analytics methodologies that are technology oriented in nature. Today, network connectivity is increasing even in the most remote locations and electronic data input is gradually becoming less of an impediment to data collection. To be sure, uninterrupted bandwidth availability still eludes these locations, making it difficult for traditional web applications to function. In cognizance of intermittent to zero bandwidth availability in rural locations, we propose B.exson survey system, a data collection framework designed to seamlessly enable online as well as offline data collection & synchronization. Previous experience with renowned organizations shows that data collection, survey exercise designed, deployed and administered via this system achieved 100% success.

The key strengths of the platform are: Design, Flexibility, Performance, Management, Reliability,

Company as part of its research works frequently to collect data on the field for analysis. This data collection is based on survey questionnaires administered manually; enumerators record survey responses on the questionnaires, and later computerized the data for analysis phase to start. Along this chain of actions data integrity becomes problematic as the system opens a wide room for human errors that even affect the outcome of the analysis; beside a lot of resources is invested in the data collection exercise (the field work), the data input and ultimately the analysis in terms of money and time.

What we propose
In order to solve this riddle the solution is to move to an electronic method of data collection.
What we propose is a simple, flexible platform that enables:

  • Design of questionnaires by using our form designer or by uploading a xlsform
  • Deployment of questionnaires to specific/targeted enumerators
  • Real-time Monitoring of work progress
  • Survey Data export to desired format for further analysis

In a nutshell, its eliminate data entry fatigues as the collected data reflect automatically onto the platform; thus we cut cost on

  • Printing bulky survey forms
  • Data entry personnel
  • And ultimately shoot the human error factor to close to zero.

How does it work?
The system comprises of two different parts, the server-end and the enumerators-end involving different hardware and platform

1) The server-end

Basically it is a web interface that allows the administrators of the project to:

  • Design questionnaires


Just as a paper survey questionnaire is designed, the same applies to this system in the sense that all the questions have to be converted electronically depending on the rationale behind the questions and also the expected answers; typically to a question, you might need various data types: text, single and multiple selection, GPS location, pictures, video, date and time …


  • Create Enumerators


Data integrity is key in a survey exercise and thus you would want to assign to specific data collectors/enumerators the right to post data into your database. To that effect, you need to create a list of enumerators and assign to each of them clearance levels defining the level of interaction they can have with the platform


  • Deploy the survey


After a questionnaire is designed, you first deploy it meaning it s ready to be answered and then you can remotely push it to a specific enumerator’s device or tablet. For instance you have an enumerator currently located in North region whilst your office is based in South, you can directly push the questionnaire set to his mobile device so he needs not to come down to Accra.


  • Monitor the work progress


The system is designed in a way you can see which part of the country data is being sent from in real time as it uses GPS support to track all the enumerators. This helps you device means and ways to assist a particular enumerator who is experiencing challenges in the delivery of his duty.


  • Export gathered data for further analysis


As all the data has been sent in, the administrator can simply export all the data into an excel format and then to any other desired format if need be to do further analysis, Hardware wise, any laptop, desktop machine or tablet with good internet connection is enough to visualize this page and do everything you want to do


2)The users/enumerators-end

The users or enumerators are those administering the questionnaires on the field. The designed and deployed questionnaires become more or less a string of questions easily answered using drop-down menus from the device they are using.
In terms of hardware; any android based phone is enough (Samsung Galaxy Trend or Higher Version)
From our experiences the phone should preferably have the following functions or technologies

  • GPS: To log the GPS location of the areas visited or surveyed,
  • CAMERA: if need be, to take a picture of the community/places visited
  • GPRS: It is used to upload the data collected in real-time to the server

Aside the design of the platform, the following will have to be addressed
Acquiring the needed logistics
Depending on the frequency of data collection exercise on the ground we recommend at least android based phones or tablets with enough in built and extensible storage capacity:

  • Any Android device.
  • 4 – 8GB MicroSD Memory chips (where applicable)
  • Data SIMs hooked to a GPRS enabled efficient Mobile network (preferably postpaid Data Sims). Data SIMs because they prevent enumerators from using the devices for calls.