Consulting and Research

Our projects/researches are conducted both through quantitative and qualitative methods throughout Armenia. We conduct  face to face interviews, telephone surveys using fixed-line phones and programs CATI and CAWI. For in-depth analysis of mobile market characteristics were conducted depth and expert interviews with different groups customers. For the analysis of consumer characteristics diary interviews and focus groups were conducted. Mobile market was also studied with the method of monitoring research.

Anti-corruption investigations
In 2007, Association carried out researches in order to identify anti-corruption mechanisms in institutes of higher education. The study surveyed 1500 students from different universities,  in-depth interviews with lecturers, deans and rectors were carried out. Expert interviews with representatives of the Ministry of Education, international organizations and independent experts were also conducted.
Product, packaging, name, advertising material testing.
Association and the MPG carry out periodical monitoring research with the methods of mystery shopping, retail audit, hall tests and others in the market of chocolates, sweets, alcoholic beverages, Internet innovations, mobile operators.
Cigarette Market
To test a new product and identify consumer characteristics of the cigarette market Association has carried out quantitative and qualitative research. The studies conducted focus groups, questionnaires and tasting. The surveys were conducted among both male and female population.
• Energy
The Association also carried out several projects in the field of energy. In 2007 we carried out a study on identifying energy issues in the mirror of public opinion throughout all Armenia. This study was conducted in almost all post-Soviet countries by the Eurasian Monitor. In 2008 and 2009 the Association has conducted studies in Yerevan in order to ascertain the consent of the inhabitants of Avan community to connect to the system of central heating. Specialists of Association visited all the apartments in which it was planned to implement the project of centralized heating systems, represented the project, answered the questions. After that, the interviewers completed the questionnaire and received written consent from those residents who wished to connect to the centralized heating system.
Eurasian Monitor
Armenian Marketing Association is a member of the consortium "Eurasian Monitor". Twice a year, almost all post-Soviet countries monitoring studies are carried out that address the social, economic, political, historical, cultural and other issues. Ninth wave was conducted in 13 countries of CIS and Baltic States in April and May 2008.

Here are the absolute levels of social attitudes in our country in comparison with other countries. It is worth noting that the survey was conducted in April-May 2008, after the controversial political events in our country which could not but affect the social attitudes of the population.
The level of social adaptation (or simply  "life satisfaction", as people were asked a simple question: "Are you satisfied with your life today?") in Armenia is higher than in regional neighbors (in our country 47% of the population are satisfied with their lives , in Georgia and Azerbaijan respectively 41% and 44%) but significantly lower than in other countries in the Commonwealth. For example, 56% satisfaction rates in Belarus and 66% - in Kazakhstan - we have a very big gap. It's interesting that the level of social adaptation in the EU - 82%.
Similar surveys were conducted in Armenia since November 2006, and today we can compare the satisfaction level with previous years. During the interviews in 2006-2007 the level of satisfaction varied between 50-54% rates. Thus, today we are witnessing the fall of the level of satisfaction with life below last year scores. Some countries also have a negative trend, but their satisfaction is not lower than it was last year.
Financial position of the family - people are encouraged to evaluate this index in the categories of "good", "medium", "bad". Total in Armenia 11% of population believe that the financial situation of their families is good, 61% - considers it secondary and 28% - poor. Here, in comparison with the neighbors, we've got a mean situation: 7% in Georgia recognize competency; in Azerbaijan - 22%. The indicators are significantly worse in Armenia when comparing them with those of previous years: the last two years the population of the country found the material condition of their families much more optimistic.

• Assessment of the economic situation of the country - on this indicator were also proposed categories of "good", "medium", "bad". Armenians in the majority (59%) assess the economic condition of the country as bad one. More pessimistic in assessing the economic situation of their country are only the residents of Ukraine (75%) and Moldova (62%). Only 7% of respondents in Armenia believe that the country's economic situation is good or average (35%). Azerbaijan recorded the best results of evaluating the economic situation of the country - 33% of the population believe in this. Returning to Armenia, we ought to say about the most pessimistic indicators in this section: comparison with previous years the combined assessment of the economic condition of the country has fallen critically. If in Ukraine that also has a negative trend, the loss of the total assessment for the period October 2007 - May 2008 was 6%, in Armenia - to 12%! Most CIS countries have a positive trend in assessing the economic condition of the country.
Usually these two scales are analized together - self-esteem of family financial status and assess of the economic condition of the state. In most cases indicators are almost the same. For example, in Georgia 53% of the population estimated financial position of the family as good or average - and 51% assessed the country's economic situation as good or average. The same pattern is in Azerbayjan: 66% estimated financial condition of the country as good or average - and 72% of the population consider the economic conditions of the country good or average. But in several countries, including Armenia, the situation is ambiguous: 72% of the population believes that the financial situation of the family is good or average and only 41% believes the economic situation of the country is good or average. This gap raises questions - either in Armenia welfare / unwelfare of the country is not correlated with personal one, or domestic economic potential of the family objectively does not depend on the country's economy. The problem may be much deeper and it should be viewed within a more detailed and focused research.

Level of social optimism /pessimism - this is the result of answering the question "Are we going to live better, worse or the same in the near future?" 31% of respondents in Armenia believe that in the coming year we will live better! And this is a very good indicator: the number of countries, including Russia, Ukraine, Belarus,  have this figure below. However, in neighboring countries the levels of optimism are higher - in Georgia 35% of the population believe in a brighter future, in Azerbaijan - 41%. 31% of Armenia's population believe that in the near future we will live the same way as we do now, - and it's pretty average for all countries participating in the survey. However, the index of social pessimism - that is, the number of people who believe that in the near future the life will only get worse- in Armenia is 34%. This is the most critical parameter among all countries. Besides, in Armenia least people did not answer the question "Are we going to live better, worse or just the same way in the near future?". If in other countries the uncertainty ranges up to 25%, and people can not confidently evaluate the near future then in Armenia the number of uncertained is only 4%. Again, if you look at the collective assessment of social optimism (positive evaluation in the prognosis for the future) in comparison with previous years you'll see that although the majority of countries, including Russia, Ukraine, Belarus and Kazakhstan also have a negative trend, but their loss varies between 1-5%. In Armenia the decline in optimism compared to the year 2007 is 15%.
Evaluation of the supreme authority - this figure is identified on the basis of responses to the question of whether the respondents approve or disapprove the work of the President, Government and Parliament - each individually. In Armrenia we have the next picture: 49% approve the president, 45% -  approve the government and 40% - approve the Parliament. Thus, the rating of the president in our country is very low. Only  in Ukraine and Moldova it is lower. In the neighboring republics - Azerbaijan, for example, the positive assessment of President reaches 83%, the comparision is even inappropriate. Evaluation of the Government and the Parliament in our country is well within the average for all participating countries. The dynamics of positive assessments of the President of Armenia is negative as it is in many countries. With the loss of 3-7 percent in other countries, since 2007, Armenia has reduced the approval rate of President to 14%. Since 2006, the number of positive evaluations of the government and Parliament increases.

67% of respondents in our country believe that Armenia should join Russia. This is one of the highest rates among the CIS countries on the issue of unification with Russia (73% in Tajikistan, 72% in Kyrgyzstan). Talking about the preferences of our nearest neighbors - 38% of the population of Georgia believes that their country should join no one, and 31% of Azerbaijani population favored union with Turkey. In addition, the second most popular response in both neighboring countries is to join the European Union.
Talking of  a country or a union in which the respondents would like to live the preference of the Armenian population is as follows: 52% wanted to live in their own country without combining with any other country, without entering into a union of states . And this is the highest rate among the countries participating the survey. Even in comparison with self-Georgia (see the comment on previous question) where the option "no association at all" was chosen by 40%. Returning to Armenia: 17% wanted to live in a united alliance of Russia, Ukraine, Belarus, Kazakhstan and Armenia, 14% - in the European Union, 10% - in the newly united Soviet Union, and 6% - in the CIS.
The research results of "Eurasian Monitor" reveal the determination of the identity (post-Soviet, European, national, etc.) of the population. And, of course, they are interesting for state authorities, top managers of businesses, non-profit association of the third sector, the media and the general public - as a source of information on key social characteristics and trends of the country.

Studies of indicators of democracy and governance
In 2007-2008. Association undertook research to identify indicators of democracy among the population throughout Armenia. The project was implemented together with specialists of USAID.
Branding and advertising research
It's an annual monitoring study throughout Armenia. 650 respondents in Yerevan and major cities of Armenia were interviewed monthly.
All the projects and studies carried out by the Armenian Marketing Association are implementing using different marketing techniques and appropriate tools. We implement field surveys, polls with a standardized questionnaire, in-depth and expert interviews, focus groups, telephone surveys using CATI and CAPI software, holl tests and others.
The results are subjected to a quantitative and qualitative analysis. For data processing SPSS and Excel are used. Specialists conduct SWOT analysis of individual companies and industries.
Our professionals fit most creative and professional for each project paying a great attention to an individual approach to every client  based on the specifics and the business environment, which eliminates the banality.

LLC "Ijevan winery"- development of a promotion strategy.
The program was conducted with the support of the European Community BAS. As a result, the program has been developed promotion strategy in order to raise the rating of the local market. In the frameworks of the program the following methods of setting primary and secondary data were used: a poll of consumers in supermarkets of Yerevan; parsing existing information in the enterprise; secondary analysis.
Research of the Armenian furniture
A professional marketing advice was provided within this program. Basing on it the strategic plan of the enterprise was worked out for the next two years. Also financial projections were reviewed as well as the estimates of direct costs were done.

List of other projects implemented:

• Analysis of the dairy market (Armenia)
• Market analysis of fishery and fish products (Armenia)
• Shoe and leather market research (Armenia, Russia)
• Market analysis of flower production (Russia, Armenia, Holland, Colombia, United Arab Emirates)
• Analysis of vegetable market (Armenia, Iran, Turkey, Georgia)
• Research of the readership of “The capital market in Armenia” (Yerevan)
• Analysis of the beer market (Yerevan)
• Market research of printing and publishing products and services (Armenia)
• Analysis of the ice cream market (Yerevan)
• Study water supply problems (Yerevan)
• Market analysis of tea consumption (Yerevan)
• Market research of alcoholic beverages (Armenia)
• Market analysis of chocolate products (Armenia)
• Investigation of TV and radio market (Yerevan, Gyumri, Vanadzor)
• Market analysis of print media distribution (Armenia)
• Market analysis of digital duplicating machines (Armenia)
• Develop a plan for the promotion of production of JSC "Ijevan Wine Factory"
• Mobile market research