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Marketing and sociological research

One of the services of Armenian Marketing Association is conducting marketing and sociological surveys in Armenia including qualitative and quantitative research both commercial and social.
Armenian Marketing Association conducts surveys using a wide range of methods. Research methods are selected based on the goals and objectives of the study. The Association applies individual approach to each task. For this an arsenal of modern methods and techniques is used. Our methodology complies with and is adapted to clients' needs according to each project.

Quantitative methods:

• "Face to face" interviews,
• Omnibus,
• Telephone interviews with fixed-line phones,
• CATI,
• CAWI,
• CAPI,
• Hall tests
• Retail audit,
• Mystery Shopping.

Qualitative methods:

• Focus group discussions ("standard", mini-groups) 
• Individual interviews (deep, expert)
• Friendship dyads /triads 
• Home visits, observations (with homework for respondents)

• Telephone interviews

• Creative focus groups 
• Brain-storming sessions
• Diary studies 

Human Resources:


The Association has 8 experts for qualitative research and 75 experts for quantitative research - 45 interviewers in Yerevan and 30 - in regions (this is a good number considering that population in armenia is about 2.900.000 people). All the specialists have implemented from 4 to 10 projects within our research activityies The highest quality of the studies is provided thanks to the constant control for interviewing, detailed briefings for all interviewers and supervising. Quality controlof telephone is 20% +. Additionally, if neeeded, a return visit to the respondents is also done. The work is carried out nation-wide, in all marzes (regions) and villages. In order to minimize risks in the winter time when many communities may become difficult to reach, we use services of our interviewers in place.

Technical equipment:

Since 2008, the Association has its CATI studio with 15 workstations equipped with laptops and access to fast internet. There are 4 fixed and 9 mobile phone lines. The Association has also a mini-printing house equipped with color laser and inkjet printers HP3700 and IP1300 and rizograph RZ200. There is a room for focus groups with one-way mirror and other necessary equipment.

To date, the Association has implemented more than 300 research projects. Customers of the Association are private companies, public organizations, international research centers and organizations, foreign embassies in Armenia, as well as governmental agencies and ministries. The Association carries out projects for producers of food and drinks, companies and NGOs operating in Armenia. Geography of our partners covers Russia, Ukraine, Georgia, Azerbaijan, Austria, Turkey, Germany and many other countries. Armenian Marketing Association has implemented a number of research projects commissioned by European agencies and the U.S. Government. Starting from 2006, the Association participates in inter-country study of Eurasian Monitor (similar to the Eurobarometer). Particularly, specialists of Armenian Marketing Association have conducted a number of marketing and sociological research on more than 20 markets.

Below is the list of projects conducted by Armenian Marketing Association:
• Analysis of the dairy market (Armenia)
• Analysis of fishery and fish products' market (Armenia)
• Research for leather market and shoe products (Armenia, Russia)
• Analysis of flower market (Russia, Armenia, Holland, Colombia, United Arab Emirates)
• Analysis of vegetable market (Armenia, Iran, Turkey, Georgia)
• Research of the readership of the magazine  «The Capital Market in Armenia» (Yerevan)
• Analysis of beer market (Yerevan)
• Market research for printing and publishing (Armenia)
• Analysis of ice cream market (Yerevan)
• Study of water supply issues (Yerevan)
• Analysis of tea consumption market (Yerevan)
• Market research of alcoholic beverages (Armenia)
• Market analysis of chocolate products (Armenia)
• Research of TV and radio market (Yerevan, Gyumri, Vanadzor)
• Analysis of distribution market of print media (Armenia)
• Market analysis of digital copiers (Armenia)
• Developing a plan for promotion of production of JSC "Ijevan Wine Factory"
In addition, the Armenian Marketing Association has experience in conducting research in such areas as education, medicine, state governance, corruption, etc.