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New interesting facts about Ukrainian consumers

Update of the information in "Interesting facts" section

20 March 2021
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07 March 2021

Research COMCON TrendsTM

New methodology of year 2011
Methodology of years 2003-2010
Quality control

New methodology of year 2011

Method: a quantitative survey where respondents are questioned at home

General population: men and women aged 16 to 65 years, who reside in Ukraine (including the villages and small towns) and use mobile communications.
Sample: the sample is stratified by 5 economic-geographical regions of Ukraine.

The table below shows which areas (“oblast’” in Ukrainian) are included in each of 5 regions. Please note that information on areas distribution in each region is provided for information purposes only. The sampling method does not allow analyzing areas separately

Region  Areas (“oblast’”)
North Zhitomirska, Kievska, Sumska, Chernihivska
Center Vinnitska, Kirovogradska, Poltavska, Khmelnytska, Cherkaska
West Ivano-Frankivska, Volynska, Zakarpatska,  Lvivska, Rivnenska, Ternopilska, Chernivetska
East Dnipropetrovska, Donetska, Zaporizhzhska, Luhanska, Kharkivska
South Crimea, Mykolajivska, Odesska, Khersonska

 

 

Sample represents Ukraine by region and by four types of settlements depending on the population quantity:

  • large cities (500 thousand and more)
  • medium-sized cities (250-499 thousand)
  • small cities (50-249 thousand)
  • villages and small towns (less than 50 thousand people)

The sample represents each region and type of settlement by gender and age of population. Sample design allows to analyze each region and type of settlement separately.

Sample size:

1 wave of year 2011 - 2060 respondents. Among them:

  • 1440 respondents (70% sample) - residents of cities with a population of 50 thousand and more
  • 620 respondents (30% sample) - residents of the villages and small towns

According to the census, rural and small towns population makes up to 52% of total population in Ukraine. Thus, for the total Ukraine analysis weighting coefficients are applied.

Selection of respondents: at the first stage, respondents are pre-recruited via mobile phones (random generation of numbers, with considering the share of each mobile provider in Ukraine) and asked to complete the survey about the consumption and lifestyle. Then, questionnaires for self-completion are sent to respondents (80% - printed questionnaires sent via post and 20% - direct link to online survey). Completed paper questionnaires respondents send back to the office of COMCON-Ukraine via post in a pre-paid envelope. Questionnaires filled out online are automatically loaded into the database.

Due to pre-recruit via mobile phone both urban and rural financially active population of Ukraine is achieved. At the pre-recruit stage respondents are selected based on quotas set for the age and gender in accordance to official distribution in region and type of settlement (according to census data). At analysis stage, the sample is weighted to bring it into line with population profile of total Ukraine.

Questionnaire: a standardized questionnaire, including questions about socio-demographic status of the respondent and his family, habits and consumption preferences of different product categories, leisure activities, media preferences, as well as the respondent’s personal attitude to various aspects of life (psychographics).

A separate set of questions is devoted to family consumption of some family product categories (i.e. dairy products, meat and bakery, household appliances, etc.). These questions are answered by the head of household, who makes a decision about buying products for family usage.
The questionnaire covers over 50 different product groups. The questionnaire is designed to fill in during one week.

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Methodology of years 2003-2010

Method:

Quantitative study based on direct questioning approach. The survey is conducted at respondent’s home using printed questionnaires (90%) and online questionnaires (10%)

The study consists of two parts:

  • Household study – an interviewer conducts a "face-to-face" interview with the head of a household regarding food consumption habits and household goods usage in a family.
  • Individual study – an interviewer demonstrates to participant how to fill out the questionnaire and leaves it for self-completion for 4-5 days. Respondents answer questions regarding personal habits of consumption and use of household goods, his media preferences, personal interests and hobbies, and lifestyle.

Survey universe:

  • Household study: Ukrainian households in cities with 50.000 and more inhabitants
  • Individual study: men and women aged from 10 to 69 years who live in Ukrainian cities of 50.000 inhabitants or more

The sample is stratified by 5 economic-geographical regions of Ukraine.

The table below shows which areas (“oblast’” in Ukrainian) are included in each of 5 regions. Please note that information on areas distribution in each region is provided for information purposes only. The sampling method does not allow analyzing areas separately.  

Region  Areas (“oblast’”)
North Zhitomirska, Kievska, Sumska, Chernihivska
Center Vinnitska, Kirovogradska, Poltavska, Khmelnytska, Cherkaska
West Ivano-Frankivska, Volynska, Zakarpatska,  Lvivska, Rivnenska, Ternopilska, Chernivetska
East Dnipropetrovska, Donetska, Zaporizhzhska, Luhanska, Kharkivska
South Крым, Николаевская, Одесская, Херсонская              

 

There are 46 cities in sample. Sample represents Ukraine by region and by three types of urban settlements depending on the population quantity:

  • Large (500 thousand inhabitants)
  • Medium (250-499 thousand inhabitants)
  • Small (50-249 thousand inhabitants)

Besides, for each type of survey (household and individual) sample represents its target population:

  • Household survey: Representation of Ukraine by the size of household. In each region quotas are set on the household size (members living in one household) in accordance to the official distribution (census data). Households are selected randomly
  • Individual survey: Representation of Ukraine by region, type of city, gender and age. Respondents in household are selected based on quotas set for the age and gender in accordance to official distribution in each city (census data). At analysis stage, the sample is weighted to bring it into line with population profile of each region, type of city and total Ukraine. For each of 4 waves we invite new respondents to participate in the survey
     

Sample size:

  • Household study: 1.000 households per wave, 4000 per year
  • Individual study: up to 2.000 respondents per quarter, 8.000 per year

Survey periods (fieldwork):

4 times a year (every quarter of a year) starting from 2003:

  • First wave - February-March
  • Second wave - May-June
  • Third wave - August-September
  • Fourth wave - November-December

 

 

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Quality control

Quality of data is a crucial element of our service offering. We conduct a strict quality control system at every stage of data collection, processing and analysis. Being a part of TGI Global survey since 2003 COMCON Trends™ fully comply with the international standards of marketing and sociological research, established by ESOMAR and AMA.

Quality control standards for the survey process

Quality assurance of the “face-to-face” interviews (paper-based questionnaires):

  • to reach the required sample size, 10% of extra interviews are conducted on each wave to substitute for interviews from main sample which fail quality validation;
  • a visual inspection of 100% completed paper-based questionnaires is conducted on their return to assess the quality of data recording by the interviewer and respondent (if self filling-in). In case the filling errors or missed answers on mandatory questions are found a manager contacts a respondent to acquire the missing information;
  • at least 50% of interviews, completed by each interviewer, are subject to re-check by re-contacting respondents (by phone or personal visit) to ensure that the interview is not fabricated and respondents correspond to established quotas (gender, age, household size). If cheating is discovered, total 100% of the interviewer’s work is re-checked and inappropriate questionnaires are excluded;
  • a database of all interviews completed over the past two years allows to track and prevent multiple submissions from the same respondents;

Data entry quality control:

  • all questionnaires are manually punched using special software;
  • a user-friendly software interface with full questionnaire visualization allows operators to control data punching process carefully;
  • 15% of questionnaires of each puncher are double entered by another puncher to ensure accuracy of data capture. In case of mismatch, all 100% of puncher’s work is a subject to re-entry. Afterwards, auditor conducts a random 5% quality check of the data capture results.

Online survey quality control:

  • every respondent is assigned an unique survey ID code, username and password that ensures that one respondent, listed in the database, fills out only one questionnaire;
  • surveys can be saved halfway through and then continued from the last answered item. Respondents have a possibility to fill out the questionnaire by parts and at any time they want, which greatly reduces the number of interrupted and refused interviews.

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