Technical Proposal to Undertake Market Survey
By Sound Speech Solutions (SOS)
Submitted to:
Consortium of Christian Relief and Development Associations (CCRDA)
January, 2018
Table of contents
CHAPTER I: Introduction...........................................................................................................1
1.1 Background on the Project...................................................................................................1
1.2 Understanding of the TOR...................................................................................................1
1.3 Objective of the market survey............................................................................................2
1.4 Brief Statement on Expertise...............................................................................................3
1.5 Organization of this Proposal..............................................................................................3
CHAPTER 2: Assessment Methodology.....................................................................................4
2.1 Quantitative Study...............................................................................................................4
2.2Data Quality Control and Assurance Mechanisms...............................................................5
2.3 Method of analysis and report writing.................................................................................5
CHAPTER 3: Staffing and Project Management Structure.....................................................6
3.1 Team Composition...............................................................................................................6
3.2 Qualification and Responsibilities of Survey Team Members............................................6
3.3 Communication Channel and System..................................................................................8
Chapter 4: Work Plan and Schedule of Activities......................................................................9
4.1. Main Phases and Schedule of Activities.............................................................................9
CHAPTER 5: Organizational Capacities and Relevant Experiences and Performance......10
5.1. Company’s Capacity to Manage the Assignment.............................................................10
5.2. Company Relevant Experiences and Performance...........................................................11
SOS │ Technical proposal to Undertake Market Survey
CHAPTER I: Introduction
1.1 Background on the Project
Many people living in developing countries are still reliant on water of poor quality. According
to a report by (WHO 2006) cited in (Abatneh, Sahu & Yimer 2014), the vast majority of these
people are located in sub-Saharan Africa, South Asia and East Asia. The report also added
countless lives are lost annually due to drinking and using contaminated water. The people at
greatest risk are children, people living under unsanitary conditions and the elderly.
Located in sub-Saharan Africa Ethiopia is no exception. According to a report by Millennium
water alliance (2014) around 58% of the 76 million people in rural areas do not yet have access
to an improved water source. In addition, many people in urban and peri-urban areas do not
always have safe drinking water from their water sources due reasons such as recontamination in
transportation and storage, and old piped systems. Unsafe drinking water can result in diarrheal
diseases, which are major contributors of high mortality rates, which in Ethiopia is 123 out of
1000 (Ministry of Health, 2011).
Due to various adverse health issues associated with contaminated water Ethiopian households
benefit significantly from water purifiers. Hence, it is apparent that the present situation creates
demand for water purifier products which business entities can exploit to their advantage.
This project, therefore, intends is to identify potential customers and their preference for specific
type of water purifiers in the country especially in Addis Ababa and the surrounding areas. To
achieve this objective a survey strategy will be implemented to collect quantitative data from a
fairly large sample.
1.2 Understanding of the TOR
SOS understands that identifying potential customers and their needs regarding water purifiers
will be the major undertaking of the market survey. Accordingly, SOS understands that this call
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SOS │ Technical proposal to Undertake Market Survey
is to contract a qualified consultancy firm to undertake a survey to determine potential clients
and their preferences with respect to these products.
Accordingly, SOS understands that the assignment involves determining representative sample
and contacting them in their respective locations and collecting data through field visits. The
outcome of the study will be analyzed and compiled as per client’s instructions.
Regarding timeline, SOS recognizes below tentative schedule would be applied to undertake the
survey.
Task Time frame
Task 1 September 15 - 21 2017
Task 2 September 15 – 30 2017
Task 3 September 15- 30 2017
Task 4 October 1 – 15 2017
Task 5 October 1- 31 2017
Methodologically, SOS recognizes client needs for rigorous analysis and delivery of high quality
report. To this end, data, using structured questioner, will be collected from selected sample in
Addis Ababa and surrounding areas.
1.3 Objective of the market survey
The overall objective of the market survey is to identifying potential customers and their needs.
The survey will gather data in order to answer basic questions a business entity must deal with in
order to be successful. Therefore this survey will try to find out
- Who potential customers are
- Where they are located
- Their willingness and ability to buy the kind of product offered
- Whether product prices are consistent with buyers perceptions of the product's value
- How the products offered are perceived by respondents when compared with alternative
products in the market?
1.4 Brief Statement on Expertise
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SOS │ Technical proposal to Undertake Market Survey
I. Subject areas and context expertise
SOS provides consultancy and data collection and management services in a number of areas.
Our primary thematic areas of focus are livelihood analysis, health and nutrition, food security,
environment, climate change and social impact assessment. Since 2017, we have been engaging
aggressively on consulting assignment that involves the mentioned subject matters. Furthermore,
we also have hands on experience in resilience, livelihood and nutrition assignments in the
livelihood for resilient project areas of Oromia, Amhara, Tigray and SNNPR region. SOS has
successfully managed and delivered assignments to the expected quality, time and without any
cost overruns.
II. Large survey execution capacity
SOS is equipped with qualified personnel and necessary resources for undertaking of the
proposed assignment with high standard and quality. We also have extensive experiences of
undertaking large scale high frequency data collections and cross-sectional survey in Ethiopia
using Open Data Kit (ODK) and CSPro platform and have our own tablet computers. SOS has
conducted HH surveys in all regions of Ethiopia. Our up to date data base of local qualified
enumerators enables us to maintain validity of data at field level and mobilize filed work in short
period of time.
1.5 Organization of this Proposal
In the following chapter, we will present details of assessment methodology which includes
survey design, tools and data quality assurance procedures. Then, in chapter 3, the proposal
presents staffing and project management structure. On the fourth chapter, we present detailed
assignment implementation timeline description. Finally, the proposal provides organizational
capacities, experiences and past performances
CHAPTER 2: Assessment Methodology
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SOS │ Technical proposal to Undertake Market Survey
This chapter elaborates survey design and sampling, data collection procedures, quality
assurance and control mechanisms, data management plan and method of data analysis and
report writing along the ethical considerations.
2.1 Quantitative Study
This study will primarily involve a quantitative data for the assessment. A survey strategy will be
employed to gather relevant data. According to Saunders, Lewis & Thornhill (2006), the strategy
allows the collection of a large amount of data from a sizeable population in a highly economical
way.
Methods of Data Collection and Instruments
In order to achieve the objectives of the study structured questionnaires will be used as data
collection tools. According to Naoum (1998), the approach of using a structured questionnaire to
collect data is the most widely used data collection technique for conducting surveys to find out
facts, opinions and views. In addition Saunders, Lewis & Thornhill (2004), stated that
questionnaires provide an efficient way of collecting responses from a large sample.
Prior to the data collection, questionnaires will be prepared in line with the objectives of the
survey. The survey will use structured questionnaires consisting of mainly close–ended
questions. Each respondents will be contacted by field enumerators only once during the survey
to gather the required information using these questioners.
Sample and Sampling technique
The survey will purposefully select 150 participants to determine the need this particular product
in Addis Ababa and surrounding areas.
2.2Data Quality Control and Assurance Mechanisms
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SOS │ Technical proposal to Undertake Market Survey
We believe in building quality into the process of data collection right from the beginning. We
will develop quality assurance and control mechanisms specific to the assessment objectives and
design. In addition, SOS’s research project manager/quality controller will oversee daily data
quality and ensure the whole quality and completeness of data.
Data quality assurance mechanisms
Data assurance activities are a set of approaches and mechanisms implemented prior to data
collection.
A. Standardization
In order to achieve highest possible level of uniformity and standardization of data collection a
detailed descriptions of exactly how the procedures specific to the data collection activity to be
carried out will be developed as manuals for supervisors and enumerators. Training sessions also
function as mechanism of creating greater standardization and ensuring reliability of the overall
study.
B. Assigning data quality controller
The research project manager/quality controller plays a significant role into effective data
collection activities and appraisal of collected data quality.
2.3 Method of analysis and report writing
The data will be analyzed by SPSS software with the objective to ensure appropriate assessment
of the outcome indicators. The presumable list of the final study report would include:
- Cover page: title page with date, logos, RFA#, evaluator’s name and organization
- Executive summary: a brief of maximum 2 pages description of the methodologies, main
findings, and conclusions of the assignment
- Introduction
- Objective of the survey
- Study methodology
- Detailed analysis of findings
- Conclusion
CHAPTER 3: Staffing and Project Management Structure
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SOS │ Technical proposal to Undertake Market Survey
This chapter presents the proposed assessment staffing and project management structure with
particular emphasis on team composition and project management structure, qualification and
responsibility of members of assessment teams and plan for communication.
3.1 Team Composition
SOS proposes a team of three experts to undertake the survey. In addition, SOS proposes to form
two main assessment teams (core team and field data collection team) with defined roles and
responsibilities. The teams will be formed and be operational during the assignment.
Core Team: SOS’s propose to organize a team of experts with high caliber to deliver the
highest standards outputs for the assignment. This team will be composed of three members –
Lead researcher, research manager (assessment team leader), logistics manager.
The team leader in particular will have experience in different research undertakings specializing
in quantitative and qualitative research for the last six years. The team will be responsible for
development of the research design, review of the tools and development of manuals for the
consultants, delivering training for data collection and conduct data analysis, and produce all
reports and deliverables as indicated in this proposal.
Field Data Collection Team: This team is primarily responsible for the field data collection
and is directly supervised by the project manager. The team will be composed of qualified
enumerators.
3.2 Qualification and Responsibilities of Survey Team Members
Members of Core Assessment Team:
1. Lead Researcher: Lealem Terefe, MBA with specialization in project management AUC
Mr. Lealem is a consultant with sound speech solutions. He holds his masters in MBA with
specialization in project management. He has been working in different capacities in business and
non-governmental organizations. He acquired sufficient experience in business and developmental
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SOS │ Technical proposal to Undertake Market Survey
undertakings in these organizations. Mr. Lealem also has ample expertise in the use of SPSS in
quantitative data analysis.
The lead researcher will be responsible for overall oversight of the assignment for high standard
deliverables. He involves in review/design of survey methodology and tool, preparation of
training manuals, training and fieldwork plans, analysis and write of all reports to be submitted
to the client. He will daily communicate with staff of client and ensure all comments of client are
incorporated in deliverables.
2. Research Project manager / Quality Controller: Abel Kebde, Masters in Social work
Abel Kebede is a research fellow with SOS. He has Masters in Social work and BA degree in
Sociology and Social Anthropology. He also obtained Diploma in Project management. He has led
and participated in the design and implementation of numerous qualitative and quantitative
researches in progressively responsible positions. He has extensive experience in coordinating
surveys with different organizations. He has worked as a lead data quality controller on both
qualitative and quantitative studies. He was the lead quality controller and coordinator of PRIME
Baseline and the Recurrent Monitoring Surveys, GARD 2015 and 2016 Intermediate Result
Assessment, USAIDS’s ATLAS project qualitative studies and IFAD high frequency Impact
assessment survey.
The research Project manager and quality controller will be responsible for all coordination
activities for smooth and efficient implementation of the study. He will liaison with the consultants
on any technical issues and logistic issues with logistic team. He will also be responsible to work
with the lead researcher in review/design of survey methodology and tool, preparation of training
manuals, training and fieldwork plans, periodical progress reports and other reports to be
submitted to the client.
3. Logistics manager: Aman Teha (BA in sociology and social works)
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SOS │ Technical proposal to Undertake Market Survey
3.3 Communication Channel and System
SOS will set an effective and efficient communication system throughout the assignment. It also
believed that establishment of good communication and relations between SOS and the client and
other stakeholders is vital for high standard assessment and completing the assignment on time.
Communication between SOS and the Client
From inception to end of the assignment, SOS will have frequent communication with the client
and other stakeholders. SOS lead researcher and the team leaders will maintain a consistent
communication via email and phone with the focal person on the client side to facilitate smooth
operation of the assignment and communication. In each phase of the assessment, SOS will submit
the deliverable and have written (via report and memo) and verbal (phone call and in person
meeting) communication with the client.
Communication among teams
The core team members particularly lead researcher and research manager/quality controller will
have frequent contact and meeting as they will engage in designing survey methodology and tool.
In process of the assignment, there will be a constant communication among all members of the
core study team. The Research manager will report day to day progress to lead researcher.
Meanwhile, periodically written reports will be submitted to the lead researcher by survey
coordinator/quality controller. Reporting templates will be developed by SOS.
The field data collection team will be supervised mainly by and report to survey project
manager/quality controller during the data collection. During the data collection, every day data
collection team members will have a brief session so as to review the daily works and
communicate the next day’s assignment. In addition, any change to initial operational schedule of
the team will be communicated to the project manger and other concerned staff. Field monitoring
and technical support will be provided by SOS during data collection.
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SOS │ Technical proposal to Undertake Market Survey
Chapter 4: Work Plan and Schedule of Activities
This chapter presents SOS's proposal on the main phases of whole assignment and schedule of
activities, timeframe of main activities with estimated level of effort and Gantt chart of the project
as well as perceived challenges and measures to be taken. Please note that below work plan refers
to proposed assignment undertaking.
4.1. Main Phases and Schedule of Activities
The whole assignment will be undertaken into four interrelated phases, where required
deliverables will be delivered as required at any stages of the phase of assignment. The main
phases are inception and study design; fieldwork preparation and training of the field team;
fieldwork; and analysis and data cleaning, report writing, presentation of report and submission.
Phase 1: Inception, Document Review and Survey Design
Phase 2: Preparation to Fieldwork and Training of Field Teams
Phase 3: Actual Data collection
Phase 4: Data Cleaning and Analysis, Report Writing and Submission
Phase 5: Presentation and final report publishing
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SOS │ Technical proposal to Undertake Market Survey
CHAPTER 5: Organizational Capacities and Relevant Experiences and
Performance
This chapter presents SOS’s organizational capacities to the proposed assignment and summary of
pervious experiences in similar assignments.
5.1. Company’s Capacity to Manage the Assignment
SOS is equipped with qualified personnel and necessary resources for timely completion of the
proposed survey with high standard and quality. The company has also extensive experiences of
undertaking large scale and complex survey in different regions of Ethiopia. The capacity of SOS
in terms of availing experts with familiarity on Livelihood for Resilience project, social impact
assessment, equipment, and experience in managing large scale household survey, and logistic
capacity for assignment are discussed below.
Capacity to Manage Large Scale Household Surveys
SOS has experience and capacity of mobilizing and managing more than 120 enumerators and 20
supervisors in a single survey project. The enumerators and supervisors to be deployed for this
particular survey have educational qualification of B.A degree and M.A/MSc degree with years of
practical experiences in surveys and quantitative data collection using tablet computers and mobile
phones. SOS has up-to-dated database of multi lingual enumerators and supervisors who have
years of experiences in household survey.
Capacity to Avail Tablet Computers for the Data Collection
SOS will provide tablet computers with all necessary apparatus including power banks. Currently,
SOS have about 120 Samsung Galaxy and Nexus Google tablet computers for data collection. SOS
is also equipped with about 20 extra hard disk drives provided to the field teams so as to store
collected data in field during the fieldwork. SOS has developed the capacity to use CSPro for
household data collection survey in Ethiopia in all regional state.
Logistic Capacity and familiarity with the Study areas
With regard to logistic capacity of SOS, the company has a separate logistic unit in charge of and
experienced with handing tasks of availing all required materials ranging from vehicles to training
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SOS │ Technical proposal to Undertake Market Survey
venue for large scale survey project. So, the logistic unit of SOS will undertake all tasks related to
renting and availing field vehicles, purchase necessary materials and organize training of survey.
As pointed out above, SOS is familiar with most of Livelihood for Resilience implementation
zones and woredas, which will enable us to devise effective team deployment plan and set up
quality control mechanism and data transfer protocol peculiar to each woreda.
5.2. Company Relevant Experiences and Performance
Sound Speech Solutions (SOS) has experiences of managing and conducting nationwide large
surveys undertakings both in urban and rural parts of Ethiopia that are similar to the current call
for multi-year service contract for outcome assessment. Evidently, As a result of successful project
implementation, SOS is securing long-term contract agreements with international organizations
(for instance, SOS have signed long-term contract agreement for a survey undertaking in Ethiopia
with the International Fund for Agricultural Development (IFAD)).
On top of undertaking similar assignment as in the case for GRAD IR assessment for 2015 and
2016, SOS has also successfully undertaken similar assignments with other clients. Brief details of
SOS experience on similar assignment is given below. Please see additional list of SOS relevant
experiences under annex 1 along with company profile description.
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References
Millennium Water Alliance. (2014) Household Water Treatment and Safe storage in Ethiopia.
Internal report
Naoum, S.G. (1998) Dissertation writing for construction students Oxford Butterworth
Heinemann
Abatneh, Y., Sahu, O., & S.Yimer, S. (2014) Purification of drinking water by low cost method in
Ethiopia. Appl Water Sci, 4:357–362
Saunders, M., Lewis, P.and Thornhill, A. (2006) Business research methods. Pearson Education
Limited
