Market research questionnaire template for Madagascar
Awareness, usage, brand image, price and purchase intent in one questionnaire you can field by phone, face to face, online or SMS. This version is set up for Madagascar.
Brand and marketing managers, founders, agencies and NGOs that need to size a market, test a product or concept, or see how their brand compares with competitors.
- Word document
- Editable, no password
- Includes consent script and analysis guide
Already set up for Madagascar
| Interview languages | Malagasy, French and English |
|---|---|
| Currency | ariary (MGA) |
| First-level divisions | Regions: Diana, Sava, Itasy, Analamanga, Vakinankaratra, Bongolava, Sofia and Boeny and more |
| Mobile money | MVola and Orange Money |
| Data protection law | Law No. 2014-038 relating to protection of personal data (2014). Regulator: Commission Malagasy sur l'Informatique et des Libertés (CMIL) (source) |
We checked these details against the public sources linked on this page. This is not legal advice: have your consent script reviewed against the law before you interview.
What is inside
- A pre-field checklist and a consent script you adapt to local law.
- Screener, awareness, usage, brand image, preference and switching sections.
- A price block (bargain, good buy, expensive, too expensive) and a concept test.
- Channel and media habits, demographics, and an analysis and reporting guide.
How long it takes
| Mode | Interview length | Questions to keep |
|---|---|---|
| SMS or WhatsApp | Under 3 minutes | 5 to 8 |
| Phone | 12 to 15 minutes | 25 to 35 |
| Face to face | 20 to 30 minutes | 40 to 55 |
| Online | 8 to 12 minutes | 25 to 40 |
How to use it
- Decide what you need to know first. Write the decision the research will support before you touch the questionnaire. A study that only needs a price range does not need the full brand section. Delete what you will not use, because every extra question lowers completion.
- Fill the brackets, then cut. Replace the product, company and competitor fields. Keep the order: ask awareness before you show any brand names or concepts, and ask price after the concept. Four to eight competitor brands are enough for most lists.
- Hide the sponsor. Do not reveal who is paying until the end unless the ethics rules require it. Rotate brand and attribute lists so the first item does not win by position.
- Translate and test. Have a native speaker translate each question and a second person translate it back. Then run a handful of pilot interviews and fix any question people ask you to repeat.
- Check the sample before you report. State the number of completed interviews, the method and the margin of error next to every headline figure. The margin of error calculator on this site works out the figure for your sample size.
Sample questions
A few of the questions as they appear in the template. Items in square brackets are for you to fill.
- Do you, or does anyone in your household, work for an advertising agency, a market research company, a media company or [COMPANY]?
- Who decides which [PRODUCT CATEGORY] is bought in your household?
- Which of these brands have you used or bought in the last [3] months?
- If you could choose only one, which brand would you prefer?
- Would you ever consider switching away from your usual brand? What would make you do so?
- At what price would you say [PRODUCT OR SERVICE] is a bargain, a good buy for the money?
- At what price would you say [PRODUCT OR SERVICE] is so expensive that you would not buy it?
- How would you prefer to buy [PRODUCT OR SERVICE]?
Check your sample size first
Before you field, work out how many completed interviews you need with the sample size calculator and check the precision with the margin of error calculator.
See the master version for use in any country, or switch country: Angola, Burkina Faso, Burundi, Cameroon, Comoros, Congo, Democratic Republic of the Congo, Equatorial Guinea, Eritrea, Ethiopia, Ghana, Guinea, Kenya, Libya, Mali, Morocco, Mozambique, Niger, Nigeria, Senegal, Seychelles, Somalia, South Africa, Tanzania, Togo, Uganda.
Frequently asked questions
Can I use this template for a quick brand awareness survey?
Yes. Use the screener, the awareness section and one purchase intent question. That version fits an SMS, WhatsApp or short phone survey.
Is the price block suitable for any product?
It is designed for products and services people buy repeatedly and can compare, such as food, airtime, financial products and consumer goods. For one-off or very high-value purchases, use the concept questions and ask about willingness to pay directly.
Do I need to translate the questionnaire?
Almost always. Interviews done in the respondent's first language give better answers. The country versions list the main languages used in fieldwork.
What is already filled in for Madagascar?
The country name, the local currency (ariary), the main interview languages, the list of regions, the main mobile money services and the data protection law we found. Everything else, such as your company and product, is left in square brackets for you.
Which data protection law applies in Madagascar?
We found Law No. 2014-038 relating to protection of personal data (2014), overseen by Commission Malagasy sur l'Informatique et des Libertés (CMIL). Check it against your own study and, for sensitive topics, get the consent script reviewed by a local professional.
How many people should I interview?
It depends on how precise you need to be and how many groups you want to compare. Our sample size calculator gives the number for a target margin of error, and the guide inside the template explains the trade-offs.
Is the consent script legally enough?
No. It is a sound starting point, but you must check it against the data protection law that applies where you interview and, for sensitive topics, get it reviewed locally.