Fieldwork for the new survey began on 11 May and will continue until mid November, talking to 25 000 Purchase Decision Makers (PDMs) across 100 areas, or communities, in South Africa - from Tzaneen in the north to Fish Hoek in the south, including Gauteng, KwaZulu-Natal, the Western Cape, North West, Mpumalanga, Limpopo, Eastern Cape and the Free State.
Amongst other pertinent information, researchers will determine what PDMs read, what they buy, how they spend their time and where they shop. "There are a number of new questions included in ROOTS 2010, but the basic structure has remained the same to ensure that NAB is able to trend from 2003 to 2006 to 2009," said John Bowles, joint MD of NAB.
"The trending will be invaluable for marketers and advertisers as it will clearly depict how areas have changed and how shopping habits have developed. Especially, how shopping habits in Soweto have been influenced by the opening of Maponya Mall," added NAB's research manager, Lynne Krog.
The survey will also have a larger focus on Internet and cellphone usage in SA.
