• SMAR was established in 1961, so is the pioneer in marketing research in Pakistan.
  • SMAR has developed its own household sampling frame on national basis. It allows 100% scientific sample selection with known probability, so essential for projecting survey results for the universe.
  • SMAR has developed its own sampling frame of retailers and commercial points of consumption (FMCGs/POPs/POCs) in urban Pakistan through a 100% census.
  • SMAR has its won national network of permanent multi-lingual field workers to conduct interviews for collecting information from the urban as well as rural areas. No field is sublet to third party.
  • SMAR has number of telephone connections and trained interviews for impersonal interviews on phone.
  • SMAR has its own focus-group facilities comprising one-way mirror and discrete audio recording equipments.
  • SMAR has its own in-house data processing facilities staffed by two EDP Managersand 30 data Operators working under one roof.
  • SMAR has trained analysts on its permanent payroll for carrying out state-of-the-art analysis of prossible inferences.
  • Under no circumstances whatsoever is any work sublet or sub-contracted to third parties, a practice generally followed by a large number of research agencies in Pakistan.


  • Permanent field staff (Fieldwork is never given to subcontractors)
  • Establishment of control rooms in various cities
  • Briefing by Project Managers
  • Intensive Training & Mock Sessions
  • Identification of areas & the starting points
  • Droping interviews in the sample areas
  • All interviews in the sample areas
  • All interviews are on one to one basis
  • Each interviewer operates independently
  • All information/data is kept confidential
  • Spot checks by supervisor
  • Back checking by supervisor (15%)
  • Inspection by Research Executive (5% Areas)
  • Field editing by supervisor
  • Surprise inspection by Research Executive / Project Manager
  • Dispatches – Courier Services

The major areas of data management are:

  • Editing
  • Coding
  • Selection of appropriate software
  • Adaptation(Programming)
  • Physical Checking of Listings
  • Incorporation of corrections
  • Generation of frequency distribution tables
  • Preparation of electronic files for clients
  • Competence in use of latest software for statistical analysis
  • Development of reports and presentations


  • Manual checking
  • Print outs of all data are checked by tallying with the original data with original documents/questionnaires
  • General consistency checks
  • Random checking is performed through double punching of 15% to 20% of the questionnaires.