Page 22 - SMA-third-quarter

MEDIA RESEARCH The quest for accurate quantitative media research in Africa The Pan African Media Research Organisation has broken new ground by electing an executive leader to steer the body through the challenges it faces. Strategic Marketing Africa meets its new head. HE PAN AFRICAN MEDIA Without good census in Africa on a regular basis – at least every Research Organisation (Pamro) data, research simply 10 years or so. And even that’s too little.” T wants to beef up data on the Haupt says that without good census continent by making it more accountable, becomes guesswork data, research becomes a matter of transparent, uniform and robust. As its guesswork. “You need accurate population first Executive Director, Dr Paul Haupt is statistics, otherwise it becomes impossible all too aware of the daunting challenge he to do accurate quantitative research.” faces after taking office in April. you consider some of the infrastructural The problem Haupt is discussing is Pamro is responsible for publishing and logistical challenges that need to be beautifully highlighted in a book by Morten measured audiences of all traditional overcome to enable this to happen. Jerven, economic historian and author media such as newspapers, magazines, “The basic research that we as of Poor Numbers: how we are misled by radio, television, cinema and out-of-home marketers require in order to do good, African development statistics and what media. This is done by ensuring that accurate research in any territory is a to do about it. The lesson contained in the necessary joint industry research decent census,” says Haupt, formerly this book is how poor numbers hamstring surveys are conducted to provide updated the Chief Executive of the South African a country and how crucial it is for Africa audience information. All of which Audience Research Foundation (SAARF). to devise a strategy for improving its sounds straightforward enough – until “This must be conducted in every country statistical capability. 20 strategicmarketingafrica Third quarter 2014 20-23 Media Research v4.indd 31 2014/06/26 12:03 PM