EMS Middle East 2012

EMS Middle East is the currency for tracking media, prosperity and influence across approximately the top 13% of adults in 13 cities of the Gulf and non-Gulf area. Since its first release, the survey is constantly evolving to meet the needs of international and regional media, media specialists and advertisers who depend on the results to place advertising.
The different markets are identified as shown below:

Gulf

• Saudi Arabia (Jeddah, Riyadh, Dammam)
• UAE (Dubai, Sharjah, Abu Dhabi)
• Kuwait (Kuwait City)
• Qatar (Doha)
• Bahrain (Manama)

Non-Gulf

• Egypt (Cairo, Alexandria)
• Jordan (Amman)
• Lebanon (Beirut)

Sample size per market:

KSA	600
UAE	600
Kuwait	300
Bahrain	300
Qatar	300
Egypt	300
Jordan	300
Lebanon	300

The total sample of 3000 respondents is including 2250 stratified sample based on income (affluent / BDM’s) and 750 Top Management sample.

Quotas have been identified by city (KSA, UAE, Egypt) and by income, establishment size, gender, nationality, age and business sector size (trade, services, manufacturing, construction and others).

Screening

• Referral or direct office/home approach (face to face)
• The screening section is designed to classify respondents into 3 segments;
• Affluent; qualified on basis of Income or some socio-economic parameters and Education
• Business Decision Makers (BDMs); these are Affluent but also qualified on basis of working as fulltime in specific sectors that are relevant to your country and holding positions that allow them to take business decisions, within this segment we have 2 sub-segments: BDMs (Business Decision Makers) and Top Management BDMs

Universe

Affluent individuals are defined as those:

• Aged 25-64 years,
• with a monthly personal income in excess of defined threshold. OR with a monthly household income of the defined threshold. OR meet specific demographic criteria e.g. living in AB/C1 area, own/rent large flat or house, own holiday property either at their home country or abroad
• with a job – we are looking for wage earners
• Completed at least any degree above the secondary school education

Questionnaire

EMS Middle East is an extremely rich database, which enables you to define your targets, not only by demographics but also by ownership, recent purchase, brand awareness, attitudes and opinions, lifestyles and interests.

• Full Alignment with EMS 2011 telephone questionnaire
• Alignment with EMS 2011 Marketing questionnaire on all similar questions
• some questions have been deleted because of their specific European nature
• some questions have been slightly re-designed to fit the Arabic culture
• Fully updated Media list incl. TV Day part (aligned with EMS and PAX)
• TV: 100 channels
• Print: 200 titles
• Websites: 40 sites
• Rotation of media questions (print, TV and websites)
• Bi-lingual questionnaire: Arabic and English

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