Launched by NAB (Newspaper Advertising Bureau) and Caxton/CTP and conducted by TNS Research Surveys, the research, begun in May 2009, has seen independent researchers interview over 25 000 Purchase Decision Makers (PDMs) across 105 communities in South Africa from Tzaneen to Fish Hoek covering SA's urban landscape in every province.
Extracts
Originally developed in the early 90s, Roots has evolved into a quantitative face-to-face interview survey, developed to provide readership, shopping habits, activities and market share information in areas beyond the footprints of Caxton's newspapers to give its users a national urban landscape of South Africa's buyer behaviour.