ZARF

ZARF on what information they need and our technical committee crafts a questionnaire that is administered face to face with households selected on a Kish grid. Normally each interview with the head of the household lasts two and a half hours and the information is now captured electronically, to speed up the process and eliminate mistakes.

The marketing and media industries in Zimbabwe established ZARF in 1997 after 12 years of debate and discussion. To ensure that the data is comparable with that of other African media research, we used the South African Advertising Research Foundation’s questionnaire as a blueprint. It has been adjusted, altered and added to over the years to make it more relevant to the Zimbabwean market, without losing its ability to be compared with similar media research from countries like Ghana, Kenya, Tanzania, Madagascar and Mauritius.