2016 aapor mari harris

Session: Maintaining Data Quality During Fieldwork in
International CAPI Surveys
Survey planning and logistics in Africa – catching up
and setting the bar high in the 21st Century
Mari Harris
Director
Ipsos South Africa
Saturday, 14 May 2016

For many years, all surveys in Africa were
done via the rather long, cumbersome
and laborious route of pen-and-paper
(PAPI) data collection;
maps photocopied from map books were
taken along on trips and once the
sampled area was reached, prescribed
random sampling procedures could take
a long time to implement.
Paper copies of questionnaires and show
cards took up lots of space in cars – and
were subject to lots of “disasters”.

Although interviewers still travel to remote areas of
the continent, CAPI and the exponential growth of
mobile technology have changed the rest of this
picture completely:
• the road maps are accessible on satnav, making
trip planning easy;
• GIS is used to create electronic maps of the
sampled areas;
• questionnaires and show cards are scripted and
available on mobile phones or laptop computers
– no more manual data entry;
• much less data errors and data cleaning;
• no logic mistakes and a much faster turnaround
time…
• and more educated and motivated interviewers!

DISCUSSION POINTS
• Africa and technological advances
• Complicated selection procedures made easy
• Inherent Data Quality

AFRICA
AND
TECHNOLOGICAL
ADVANCES

FROM DARK CONTINENT TO IMPORTANT
PLAYER
The African economy has trebled from 2002
to 2015
Literacy levels are improving;
more girls are attending school
Africa is home to almost a billion people

© 2015 Ipsos.8 © 2015 Ipsos.8 © 2015 Ipsos.8 © 2015 Ipsos.8 © 2015 Ipsos.8
SUB-SAHARAN AFRICA GROWTH
Angola 4.5%  3.9%
Ethiopia 8.7%  8.1%
Ghana 3.5%  5.7%
Ivory Coast 8.2%  7.6%
Kenya 6.5%  6.8%
Mozambique 7.0%  8.2%
Nigeria 4.3%  4.0%
South Africa 1.3%  0.7%
Tanzania 7.0%  7.0%
Uganda 5.2%  5.5%
Zambia 4.3%  4.0%
• Commodity cycle
• China
• Drought
• Corruption
• Fall in Oil prices
• Tourism
• Demographics
• Institutional strengthening
2015 2016
!


AFRICA
Population Internet Users Internet Users Penetration Facebook
(2015 Est.) 31-Dec-00 30-Nov-15 (% Population) 15-Nov-15
Angola 19,625,353 30,000 5,102,592 26.00% 3,300,000
Cote d'Ivoire 23,295,302 40,000 5,230,000 22.50% 1,800,000
Ethiopia 99,465,819 10,000 3,700,000 3.70% 3,700,000
Ghana 26,327,649 30,000 5,171,993 19.60% 2,900,000
Kenya 45,925,301 200,000 31,985,048 69.60% 5,000,000
Mozambique 25,303,113 30,000 1,503,005 5.90% 1,200,000
Namibia 2,212,307 30,000 470,000 21.20% 470,000
Nigeria 181,562,056 200,000 92,699,924 51.10% 15,000,000
South Africa 54,777,809 2,400,000 26,841,126 49.00% 13,000,000
Tanzania 51,045,882 115,000 7,590,794 14.90% 2,700,000
Uganda 37,101,745 40,000 11,924,927 32.10% 1,800,000
Zambia 15,066,266 20,000 2,711,928 18.00% 1,300,000
SSA INTERNET USER STATS 2000 - 2015
http://www.internetworldstats.com/stats1.htm

Do you own a
cell phone? Is
it a smart
phone?

Smart but not cheap
While the prices for smartphones are falling fast, they’re still unaffordable to many on
the continent. About a third of Africans live on less than $1 a day, which means even if
a smartphone falls to $50, that’s 50 days of wages. Data and airtime costs are also a
major hurdle. High data costs are thought to be a main reason the digital divide is proving so
difficult to narrow.
Most smartphones need a charge every day or maybe every second day. For those living
in areas with limited access to an affordable, reliable electricity supply, that’s a deal
breaker.
Network coverage
Network coverage in Africa is still patchy in many areas. While smartphones’ potential for
bringing educational opportunities to rural Africans has been much talked about, it’s
impossible to stream an instructional video on a smartphone if you don’t even have a
strong enough signal to make a phone call.
The high cost of electricity

12 © 2015 Ipsos.
RESEARCH CONSIDERATIONS
Thousands of local
languages + English,
French, Portuguese.
More than 3,000
unique ethnic
groupings.
Adult literacy average
33.3%.
Limited demographic data
sources, old census data.
Poor maps.
Lack of incidence data,
market data, etc.
Over 60% of population
living in rural areas, this
impacts on resources,
project timings and costs.
Travel time – long flights
and local traffic jams.
Visa processing
difficulties.
Facilities need careful
vetting to ensure
compliance with global
standards.
Internet and
communications can be
problematic.
LANGUAGE / CULTURAL
BARRIERS
DATA VACUUM LOGISTICS
FACILITIES AND
INFRASTRUCTURE

14 © 2015 Ipsos.
RANDOM SELECTION PROCEDURE
The requirements of selecting a
stand/plot, a household and then a
person in the household did not
change, however, technology has
speeded this process up
considerably.
This procedure could
take 20-30 minutes in the
past, now it is done in a
few minutes.

24 © 2015 Ipsos.
PHYSICAL MANUAL DATE ENTRY
• High error rates.
• Data cleaning a tedious and specialised
process.
• What to do if the “wrong” person was
interviewed (in a remote village 500 miles
away).

29 © 2015 Ipsos.
?
• Technological advances brought about a revolution i.t.o. data collection
and data quality.
• In Africa we “leap-frogged” from PAPI to CAPI – in most countries straight
to mobile.
• We are also making strides in other areas: CATI (to be grown from SA);
CAWI (penetration figures are still low).
• This paper highlighted these strides and illustrated that – although
survey planning and logistics still warrant detailed attention – the
continent is benefiting from a range of technological developments.
• We still have a long way to go, but it is important to take stock of how far
we have come as we prepare for the next growth spurt.

2016 aapor mari harris

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2016 aapor mari harris