standard toolkit for learning centers hosting guide 2 – market research mabs learning centers...

Standard Toolkit for Learning CentersHosting Guide 2 – Market Research

MABS Learning Centers Training-Workshop

Standard Toolkit for Learning Centers:Hosting Guide 2 – Market Research

LC Guide 2: Market Research

Objective 1. To provide hands-on experience in conducting area mapping, secondary data gathering and a microenterprise survey.

2. To demonstrate how an area map is drawn.

3. To demonstrate how secondary and survey data are processed.

Duration 1 day to 2 days (optional)

Methodology Interviews, observation, data processing


LC Guide(cont’d) Market Research

Training Materials RMA Tables 1-6

Street map

Microenterprise survey form

Checklist for reviewing market survey

Survey tabulation sheet

Survey summary table

Participants group assignment matrix for MR field activity

Equipment LCD/Overhead projector

Computer

Acetate slides

Training Handout Schedule of Activities

RMA Tables 1-6

Microenterprise survey form

Checklist for reviewing market survey

Survey tabulation sheet

Survey summary table

Participants group assignment matrix for MR field activity

Standard Toolkit for Learning Centers:Hosting Guide 2 – Market ResearchACTIVITIES:

Planning a Market Research Field Exposure Visit

The hosting bank should elect to expose visiting delegation to Market Research functions in operation in the field OR plan a a simulated Market Research activity.

Discuss options and anticipated outcomes of the activities in advance.


ACTIVITIES:

Program Agenda Activities to include in Market Research

Exposure Visit:

Secondary data gathering

a. Rapid Market Appraisal (RMA). Prepare in advance copies of the RMA forms to discuss and share with visitors.

b. Arrange visits to offices for secondary data gathering. Provide participants with adequate information for travel to the sites or arrange transportation for them.

Secondary data gathering can be conducted at: municipal/city planning and development offices, market administrator’s offices and the municipal treasurer’s office.


ACTIVITIES:

Program Agenda

Secondary data gathering

Prepare information on bank’s competitor’s (lending and deposits). Facilitate a discussion of this data and its role in a market assessment during wrap-up discussions.


ACTIVITIES: Program Agenda

Area mapping

a. Plan one day for area mapping activities and limit the activity to a sample site that can be covered in an hour.

b. It is recommended that the area selected for the area mapping exercise is within a 30-minute walk from the bank. Following this, the bank should identify several areas within the commercial district and different sections within the public market (if appropriate)


ACTIVITIES:

Program agenda.

Area mapping

After selecting the area mapping location, the bank should prepare a street map ad other appropriate information to assist visitors in using their time efficiently to visit offices.


Program agenda.

Market Survey

The market survey will be conducted after the area mapping activity has been accomplished. The accomplished area map will serve as a guide in locating the sample respondent for the survey.

In identifying the respondents for the survey, this will depend whether the area is being currently served by the microfinance operations or is an expansion area. If the area is being currently served then there is no need to do random sampling.


Program agenda.

Market survey

The bank should identify at least 2 microenterprise operators from the area map that was drawn.

If the area is a target for expansion, then the bank should choose respondents using the random sampling method.

Survey questionnaires, show cards, tabulation sheet

and summary table must be prepared ahead of time for distribution to the participants.


Program agenda

At least 3 days before the scheduled visit, the bank should hold a meeting with all those directly involved in the activity to discuss preparations as well as conduct a dry run.

It is recommended that the Branch Manager or Microfinance Supervisor review all documents related to market research (specifically secondary data gathering, area mapping and market survey policies and guidelines) to refresh before visitors arrive.


Closing Discussion

After presentations and client visits, facilitate

a discussion of the participant's experiences and observations.

Ensure that bank officers and microfinance personnel are present for this briefing to listen and to respond.

standard toolkit for learning centers hosting guide 2 – market research mabs learning centers...

Documents