Door-to-Door Surveys - Daily Use of Beauty Products
Purpose
To explore the cosmetics market in Brazil.
Resources
1-Incidence Check: utilizado em um primeiro momento para levantar os principais produtos usados e a freqüência de uso de cada um deles nas últimas 24 horas.
2-Diary Questionnaire: Diário de “rotina” de maquiagem utilizado em um segundo momento, possibilitando a obtenção de informações mais precisas sobre os produtos usados, levando em consideração: categoria, marca, hora da aplicação, locais de aplicação, aplicação em conjunto com outros produtos, fins de utilização, razões de utilização, formas e tipos de embalagens.
Methodology
As entrevistas foram realizadas na residência das entrevistadas.
A metodologia Door to Door permitiu a conferência dos produtos, evitando problemas na coleta dos dados.
Sample size
Entrevistas piloto: 10 entrevistas - 15 minutos de duração.
Incidence Check: 400 entrevistas - 15 minutos de duração.
Diary Questionnaire: 2500 entrevistas -30 minutos de duração.
Sample selection
During both stages, women between 15 and 64 years old were interviewed:
In the following cities: Fortaleza, Recife, Belo Horizonte, Rio de Janeiro, São Paulo, Ribeirão Preto, Bauru, Curitiba, Porto Alegre and Brasilia.
Classes A, B, C and D.
Working full-time, half-time or not working outside the home.
The interviews were divided up by days of the week, bearing in mind that the respondents had to talk about the products used during the day prior to the survey.
Field control
Pre-test questionnaire: always conducted to ascertain that the questionnaire has been understood and clearing up any foreseeable errors.
Programming the questionnaire, drawn up and tested by the Demanda programmer.
Geographical distribution of the sample: broad-ranging in order to ensure trustworthy findings.
Training the field team: this is when experienced interviewers sign a non-disclosure agreement, learn about the project, test the tools that will be used and clear-up initial doubts.
Field work: overseen by field supervisors who provide guidance and check data quality.
Back-up copies of completed questionnaires.
Receipt of the questionnaires: all critiqued, with 30% of the questionnaires of each interviewer checked.
Keying the questionnaire data into the program: handled by experienced keyers.
Data processing: electronic checks of data consistency.
Outcomes
The outcomes include counts and percentages of products by category, product type, brand, etc (in other words, all the questions must be marked), in terms of the product (number of observations of product use) as well as the respondent. The findings were calculated and broken out by city and week / day of the week.
The database presents a report in Excel spreadsheet format (.xls) as well as text file format (.txt).