The South African Audience Research Foundation will be conducting Training in Cape Town. Attendees will be informed of the stimuli/background that led to the thrust to develop the LSM and its evolution over the years. This will also include coverage of the updates which happened from time to time in the variables and weights as well as the motivation behind the increase in the number of variables over time.
The research methodology behind the AMPS survey and how the segmentation tools are arrived at will also be covered.
The training will consist of the following:
1. INTRODUCTION TO SAARF AND SAARF PRODUCTS
1.1 Introduction to SAARF. What is a Joint Industry Committee (JIC)? How do we operate?
1.2 Margin of error
What is margin of error? Why should it be allowed for? How do I calculate and apply the margin of error?
1.3 Development Index
1.4 Other SAARF Activities
· Development and Validation Research. Local and International liaisons.
2. THE ALL MEDIA AND PRODUCTS SURVEY (AMPS®)
2.1 The SAARF AMPS® Survey
· Single Source Data
· Survey Method
· Sample Design and Weighting
· Data Validation
· Measures/Definitions
2.3 The SAARF Self-completion Products and Brands questionnaire
2.4 Information available
3. LSM AND SEGMENTATION TOOLS
3.1 The content of the training will cover the following:
· History / Development of LSM®
· Early LSM®
· 1993 /1995 /2000 LSM®
· New SAARF LSM® and LSM® Extensions
· Other SAARF Segmentation Tools (SAARF Lifestyles, SAARF Lifestages and SAARF Attitude Groups)
Where there is a demand for the seminars in other centres, such seminars can be arranged on request. Not more than 20 persons will be enrolled for each seminar to allow for more interactive communication. Users who are interested are therefore requested to book early. If the demand justifies it, additional seminars will be arranged.
To register for the training, log on to the SAARF website and register under the Training and Events link.
