The document provides background information on BAMPS (Botswana All Media and Products Survey). BAMPS is a quantitative study conducted by MTC Marketing Research Solutions that measures media usage, consumer spending habits, and product ownership across Botswana. It surveys 500 households and aims to provide marketers insights into target audiences, purchasing behaviors, and ownership of durables to help with strategic planning. The effective use of BAMPS can provide commercial advantages for organizations.

1. BAMPS
“This report highlights other basic information
that new entrants to markets e.g. investors,
can get from some of the CSO reports. The
effective use of (B)AMPS can give organisations
an effective insight and commercial advantage to
meet consumer demands along with facilitating
strategic planning and marketing decisions”.
CEO of MTC Marketing Research Solutions,
Cecilia Patterson

2. BAMPS
Botswana All Media and Products Survey
© MTC Marketing Research Solutions research@mtc.co.bw
4.1 BACKGROUND
BACKGROUND
MTC Marketing Research Solutions offers a completely independent, high integrity, media
research service providing benefits to Advertisers, Media Owners, Advertising Agencies,
Government Departments and also to those who are subject to media coverage and generally
involved in the industry.
The Botswana All Media and Products Survey is a quantitative study by design, comprising a
study across a representative sample of Botswana consumers. The study aims to determine
and measure the daily / weekly habits and trends of consumers regarding all aspects of
consumer spend, media usage and related patterns. (B)AMPS is a single source of data
providing media, product and consumer information and the first study of its kind in
Botswana, provided by MTC Marketing Research Solutions. The first survey was run in
the second quarter of 2006 and made available on hard copy reports from the end of the third
quarter of 2006.
Effective use of (B)AMPS can give your organisation an effective insight and
commercial advantage to meet your consumer demands along with facilitating
strategic planning and marketing decisions.
The (B)AMPS report answers a series of critical questions regarding media and non media
information, such as:
1. Product Usage 2. Purchasing Habits
3. Life Stages 4. Life Styles etc.
Media research is a
SURVEY AVAILABILITY rich source of audience
AMPS (a SAARF Trademark) research, currently available on Pan data and provides
African level in the following countries: information on:
Angola
Ghana Nigeria Swaziland Target audiences
Lesotho Tanzania Zambia Media usage patterns
Madagascar Uganda Zimbabwe Audience profiles
Malawi Kenya Favourite programmes
Mocambique South Africa Stations watched
Stations listened to
OUR ASSOCIATES Viewing times
BAMPS is conducted in conjuction with our Listening times
associate members: Readership patterns etc
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Association for
Qualitative Research

3. BAMPS
Botswana All Media and Products Survey
continued
© MTC Marketing Research Solutions research@mtc.co.bw
4.2 INFORMATION PROVIDED BY BAMPS
Media research allows you
to identify and profile your
(B)AMPS not only provides information on listenership,
target market through
viewership and readership patterns, but also measures
audience research as it tells
LIVING STANDARDS (whether households have tap
you:
water, flushing toilets and electricity), LIFE STAGES,
Who reads, HOME ACTIVITIES, services, SHOPPING, FMCG (Fast
Moving Consumer Goods), PRODUCT PERSONAL USAGE
watches and listens
and PURCHASES. Purchases include financial services
to which different and buying habits in varying categories, and ownership
media and at what and purchase of durables such as vehicles, appliances and
electrical equipment.
time
Interviews for this survey are conducted in main national
languages of Botswana, namely Setswana and English. The KISH Grid is utilized in respondent
selection where households were selected at random. Data collection methodology utilizes
the personal one-on-one technique and diaries using the flooding system, and a total of five
hundred households were surveyed in the first survey of 2006 in both urban and rural areas.
Follow up studies will survey 750 households due to an increase in geographic scope.
Core questions asked during each survey relate to product usage, newspaper and magazine
reading habits, as well as electronic media consumption habits. In line with trends in media
research worldwide, MTC Marketing Research Solutions plans to conduct an AMPS study
once a year and diaries twice every year on a biannually basis. In addition, the sample size
will be increased to 750 households annually.
4.3 SURVEY OBJECTIVE
The objective of the survey is to provide information that can be used by marketers to define
and understand their target markets better and provide information on media habits, level
of media consumption (electronic, print
and outdoor) and usership profiles that can
be used to maximize the effectiveness of All Media And Poduct Surveys gold standards, i.e.
marketers, media owners and advertisers use the
data for the buying and selling of airtime. Other
important users include Government Departments.
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Association for
Qualitative Research

4. BAMPS
Botswana All Media and Products Survey
continued
© MTC Marketing Research Solutions research@mtc.co.bw
BOTSWANA ALL 4.3 SURVEY OBJECTIVE (CONT.)
MEDIA AND PRODUCTS
SURVEY DATA WILL
advertising spend, by reaching as many of the target market
HELP YOU TO:
as possible through better placement of advertising.
• Formulate Marketing
In short, the survey is designed to provide the marketer with
Plans
tools for market segmentation, market targeting and product
• Maximise efficiency
positioning.
and cost effective use
of limited resources
WEIGHTING
• Test if media campaign
The sample for this study is weighted to the relevant
objectives have been
population of Botswana aged 15 years and above, based
successful
on the Central Statistical Office’s Demographic Survey of
• Design ad-hoc
2001, using adults over 18 years of age only. From the total
research studies as a
population of 1,680,863, adults aged 15 and above amount to
secondary information
1,066,953. This is 64% of the total population. Approximately
source
58% of these live in the rural areas, while 42% live in urban
areas. We survey all adults aged 18 years and above only.
PURPOSE
In 2001, MTC Marketing Research Solutions started talks with the stakeholders in
Botswana as we realize the need for an Advertising Research Foundation (the Foundation)
for the purpose of conducting All Media & Products Surveys. As there is still no foundation
formed, MTC Marketing Research Solutions is taking the commercial risk to conduct this
study. Results of this survey are available through data bureau companies such as TELMAR
and Eighty Twenty will provide a cross-analysis of all questions by age, gender, area (i.e.
urban and rural), home language and LSM’s.
The CD is rich in data. Overall there are a million possible figures that can be extracted.
SURVEY AVAILABILITY
AMPS (a SAARF Trademark) research, currently available on Pan African level in the following
countries: Angola, Ghana, Lesotho, Madagascar, Malawi, Mocambique, Nigeria, Tanzania,
Uganda, Kenya, South Africa, Swaziland , Zambia , Zimbabwe
OUR ASSOCIATES
BAMPS is conducted in conjuction with our associate members
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Association for
Qualitative Research

5. BAMPS
Botswana All Media and Products Survey
continued
© MTC Marketing Research Solutions research@mtc.co.bw
4.4 BAMPS REPORT CONTENT
BAMPS REPORT CONTENT
Topics Covered in (B)AMPS report
1 PEOPLE
i Basic personal demographics
ii The survey covers adults who are 18 years or older.
Children under the age of 18 were not interviewed.
Included in the demographics: age group, education
level achieved, employment status, gender,
household composition and size, household income
groups, home language, identification of purchasing
influence within the household, lifestyles, marital
status, occupation, area: geographic distribution of
adults and life stages: at-home singles, starting
out singles, mature singles, couples, new parents,
mature parents, single parents.
2 MEDIA
iii Television viewership and Preferred
programmes on television:
All television services, including both terrestrial
and satellite services, together with data on DSTV
decoder, other South African TV stations/channels
and VCR/DVD ownership
iv Radio listenership
All national and regional radio stations broadcasting
in Botswana including some of the South African
radio stations
v Newspapers
All national and some international newspapers sold
in Botswana covering: dailies, bi-weeklies, weeklies,
and monthlies. In future to include supplements to
dailies and weeklies
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Association for
Qualitative Research

6. BAMPS
Botswana All Media and Products Survey
continued
© MTC Marketing Research Solutions research@mtc.co.bw
4.4 BAMPS REPORT CONTENT (CONT.)
vi Magazines 4 OWNERSHIP AND PURCHASE OF DURABLES
All national and some international newspapers xiii Durables such as vehicles, appliances and electronic
sold in Botswana covering: weekly magazines, equipment. Items owned and bought or replaced
fortnightly magazines, monthly magazines, new in past 12 months are reported
alternate monthly magazines and quarterly
magazines The section on vehicles includes the number of
vii Outdoor vehicles in the household and furthermore, details
When last other media of advertising, e.g. billboards, for the one which the respondent drives the most.
ads on stores, bus shelters, trailer ads and ads on
minibus taxis, trucks and buses were seen. Information on purchasing of tyres (retreaded or
viii Internet new) as well as car batteries is also available
Internet accessed in the past 4 weeks, 7 days and
yesterday; sending/receiving e-mails in past 4 5 PURCHASING HABITS
weeks xiv The questionnaire contains a comprehensive section
ix Cinema on the buying habits of different categories of
When last the cinema was attended. (2007 (B)AMPS products.
to include: frequency of attendance during the past
4 weeks). 6 FMCG (PRODUCT) CATEGORIES
xv The FMCG (consumer products) categories used/
3 SERVICES AND ACTIVITIES purchased are measured via a self completion
x Some things people do, such as: questionnaire. The respondents are divided into
• Tried to lose weight best thirds to form light, medium or heavy user
• Bought a watch or jewellery categories. (This section for inclusion in future
• Started taking exercises BAMPS)
• Changed jobs
• Spent money on part-time or correspondence 7 TRENDS
education xvi Much of the value of a continuous survey lies in the
• Got married trend data accumulated over months or the years.
• Etc. (This section for inclusion in future BAMPS)
xi A section on travel, covering travel habits in both
domestic, regional and international travel
xii Financial and insurance services personally used,
and opened / taken out in past 12 months
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34
Association for
Qualitative Research

7. Contact Us
“Brands are a storehouse
of trust”
Niall FitzGerald, Former
Chairman, Unilever and Reuters

8. Contact Us
MTC Marketing & Research Solutions
© MTC Marketing Research Solutions research@mtc.co.bw
3 CONTACT US
PO Box 60806
Gaborone, Botswana
Plot 80, Unit 05
Letlanya Building, GICP, Kgale
Cecilia Patterson Tel: (+267) 3161890 Fax: 3932145
Cell: (+267) 72309346
Fax to Email: (+27) 86 551 8322
Group CEO
Email: ceciliap@mtc.co.bw
Web Site: www.mtc.co.bw Our affiliated professional bodies:
A division of
MTC Consultancy Holdings
HOW TO FIND US
From the Game City
circle, turn towards
Old Naledi and then
take the first right into
Commerce Park
(West Gate). Take
the second left after
Dialogue Saatchi and
Saatchi, pass Botsnet,
and take first left
again. We are the grey
building (with a lot of
trees) on your right.
Guiding our clients towards more profitable business development
36
MTC’S MARKETING RESEARCH AFFILIATIONS:
Association for
Qualitative Research