TGS

Traffic Traffic Generator Generator

StudyStudy

Presentation Flow

What TGS Is The Questionnaires

The Fieldwork

The Data Processing

Sample Analysis

The Mapping

TNS Involvement

What is TGS?

The Traffic Generator Survey is intended to give key trade area information about a specific Jollibee store by: determining the traffic generators (optional) demographics of the store’s customers

Key Applications

Stores: Serves as analysis tool for RAPSS (Restaurant

Analysis for Profit & Sales Strategy) Identifies where people are coming from in

the RTA and where they go after dining RTAM (Retail Trade Area Mapping) detailed mapping of the trading area to

identify traffic generators and key competitors

Key Applications

Real Estate: Use as basis for site forecasting

Marketing Services: Use as reference for placement of outdoor ads

Pre-requisites for TGS

Material and data requirements: traffic count data population count RTA map

Manpower requirements: overall TGS point-person crew exclusively assigned to project on

TGS days

Frequency of Conducting TGS?

Default: 1x a year

More frequent than 1x a year: major competition: 3 months after opening major change (in store or RTA), either progressive or

continuous: immediate post-evaluation of RAPSS: immediate

New stores, if sales has stabilized: Metro Manila: 1 month after opening Provincial: 3 months after opening USA: shortest is 1 month, longest is 4 months

The Questionnaires

Origin Question 1

1 Eskwelahan2 Opisina3 Mall/Shop4 Tirahan5 Ospital6 Simbahan7 Gasolinahan8 Supermarket9 Palengke10 Sakayan11 Others

1 Wala2 Sinehan3 Amusement4 Food Court5 Shoe Store6 Supermarket7 Bingo8 Bookstore9 Hardware10 Toy Store11 Furniture Store12 Clothes Shop13 Department

Store14 Appliance

Store15 Others

For Free-For Free-standing standing StoresStores

For Mall StoresFor Mall Stores

AABago po

kayo nagpunta

rito sa Jollibee, saan po

kayo nanggaling? (Lagyan ng check

ang tamang bilog. Isa

lamang po.)

AABago po

kayo nagpunta

rito sa Jollibee,

saan pong lugar sa loob ng

mall na ito kayo

kaagad nanggaling? (Lagyan ng check


lamang po.)

Origin Question 2

11 WalaWala2 Eskwelahan3 Opisina4 Mall/Shop5 Tirahan6 Ospital7 Simbahan8 Gasolinahan9 Supermarket10 Palengke11 Sakayan12 Others

1 Eskwelahan2 Opisina3 Mall/Shop4 Tirahan

5 5 Simbahan6 Supermarket

7 7 Palengke

8 8 Sakayan9 Others



BBBago po

kayo nagpunta

sa (A), saan po kayo kaagad

nanggaling? (Lagyan ng check


lamang po.)

BBBago po

kayo nagpunta sa mall na

ito, saan po kayo

kaagad nanggaling? (Lagyan ng check


lamang po.)

Destination Question 1


1 Wala2 Sinehan3 Amusement4 Food Court5 Shoe Store6 Supermarket7 Bingo8 Bookstore9 Hardware10 Toy Store11 Furniture Store12 Clothes Shop13 Department

Store14 Appliance

Store15 Others



CCPagkagaling po ninyo sa Jollibee store na ito, saan

kayo agad pupunta? (Lagyan ng check ang

tamang bilog. Isa

lamang po.)

CCSaan pong

lugar sa loob ng

mall na ito kayo

kaagad pupunta? (Lagyan ng check ang

tamang bilog. Isa

lamang po.)

Destination Question 2

1 WalaWala2 Eskwelahan3 Opisina4 Mall/Shop5 Tirahan6 Ospital7 Simbahan8 Gasolinahan9 Supermarket10 Palengke11 Sakayan12 Others

1 Eskwelahan2 Opisina3 Mall/Shop4 Tirahan

5 5 Simbahan6 Supermarket

7 7 Palengke

8 8 Sakayan9 Others



DDAt

pagkagaling po ninyo

sa (C), saan po ang

susunod ninyong

pupuntahan? (Lagyan ng check


lamang po.)

DDAt

pagkagaling po ninyo sa mall na

ito, saan po ang

susunod ninyong

pupuntahan? (Lagyan ng check


lamang po.)

The Socio-Demographic Questions

The Control Codes

• IN: Interviewer/Crew name

• I#: Interviewer number (for agency use only)

• DI: Date of interview

• ST: Start time

• EN: End time

• OB: Observed by

• Signatures

• Edit: accuracy and completeness check

• Code: labeling of responses

• Punch: encoding in computer

• Outlet

This instruction is not for the interviewers. It is for the respondents.

The Fieldwork

Method of Data Gathering

Default Method: Interval Intercept Sampling in lobby area

Medium to High Volume stores: interval of 10 Light Volume stores: interval of 5

Self-accomplished questionnaires No on-the-spot editing

Editing is done at coding stage

Fieldwork days On one (1) payday weekday On one (1) payday weekend On one (1) non-payday weekday On one (1) non-payday weekend

Time: Store opening until store closing

Method of Data Gathering

Expectations: Refusal rate: Free-standing (15%); mall (17%) Spoilage rate: Free-standing (18%); mall (8%)

Implication: Can estimate number of sheets to distribute given number of completed sheets targeted

• E.g., 200 distributed sheets will turn in minimum of around 160 completed sheets

Tokens: Items readily given to respondents, i.e., interviewer

does not not have to get from counter Or with claim stubs

The Data Processing

Reminders:

Only responses to QA and QC are to be encoded Responses to QB and QD are for logic-checks

only

The Data Processing Procedure:

Editing Coding Encoding

The Editing Stage

The only guiding rule: Answers should be logical

If QA answer as point of origin before coming to store does not appear logical, then consider QB answer If QB answer is more logical, interchange

QA and QB responses

If QC answer as point of destination after leaving the store does not appear logical, then consider QD answer If QD answer is more logical, interchange

QC and QD responses

Editing the Responses

Examples:

CameCamefromfrom

Vitas, TondoVitas, Tondo

Went toWent toNavotasNavotas

Ate atAte atJollibeeJollibeeMayonMayon

Would goWould goback toback to

Vitas, TondoVitas, Tondo

Would goWould gonowhere elsenowhere elseafterwardsafterwards

CameCamefromfrom

house: DPHPhouse: DPHP

Went toWent tooffice: DPHPoffice: DPHP


Would goWould goto mall:to mall:DPHPDPHP

Would go toWould go to““other” place:other” place:

DPHPDPHP

CameCamefromfrom

MalabonMalabon

Went toWent toKalookanKalookan

CityCity


Would goWould goGreenhillsGreenhills

MallMall

Would goWould goback toback to

KalookanKalookanCityCity

Editing the Responses

Examples:

CameCamefromfrom

AnonasAnonas

Went toWent toMakatiMakati

Ate atAte atJollibeeJollibeeKamiasKamias

Would goWould goto Paranaqueto Paranaque

Would goWould gonowhere elsenowhere elseafterwardsafterwards

CameCamefromfrom

NovalichesNovaliches

Went toWent toCongressionalCongressional

Ave.Ave.

Ate atAte atJollibeeJollibee

Tandang SoraTandang Sora

Would goWould goto Caviteto Cavite

Would go toWould go toCommonwealthCommonwealth

Ave.Ave.

CameCamefromfrom

MakatiMakati

Went toWent toAnonasAnonasGG

GG

The Coding Stage

Responses are labeled with numerical codes

The Coding Stage

Numerical responses are coded as they are

The Coding Stage

Qualitative responses are inputted as they are stated

The Coding Stage

Reminder: Do not forget to code the generator – QA answer or QC answer? (whichever is nearer to store)

GG

The Code Books

For QA and QC(Origin):


1 Wala2 Sinehan3 Amusement4 Food Court5 Shoe Store6 Supermarket7 Bingo8 Bookstore9 Hardware10 Toy Store11 Furniture

Store12 Clothes Shop13 Department

Store14 Appliance

Store15 Others



To avoid more columns in the Excel template, other responses will be

inputted as stated

1 Yes 2 No

Q1 (First-timer)Q1 (First-timer)

The Code Books

For the Behavioral and Socio-demo questions:

1 Today2 Yesterday3 Before yesterday

Q2 (Decision Time)Q2 (Decision Time)

1 15 minutes before2 15 minutes to 1 hour before3 More than 1 hour before

Q1b (Decision Time Today)Q1b (Decision Time Today)

1 Everyday2 5-6 times a week3 3-4 times a week4 1-2 times a week5 2-3 times a month6 Once a month7 Less than once a month

Q3 (Frequency of Visits)Q3 (Frequency of Visits)

The Code Books


1 None 4 Officemate2 Relative 5 Friend3 School mate 6 Others

Q4 (Companions)Q4 (Companions)

To avoid more columns in the Excel template, other responses will be

inputted as stated

1 Myself2 My companion

Q5 (Decision-Maker)Q5 (Decision-Maker)

The Code Books


1 Yes 2 No

Q7 (Second Transaction)Q7 (Second Transaction)

1 Male 2 Female

Q8a (Gender)Q8a (Gender)

1 Married 2 Single

Q8b (Civil Status)Q8b (Civil Status)

1 Working2 Not working3 Student4 Housewife

Q8c (Occupation)Q8c (Occupation)

The Code Books


1 13-15 5 40-492 16-19 6 50-593 20-29 7 60 +4 30-39

Q8i (Respondent’s Age)Q8i (Respondent’s Age)

The Code Books


1 12 and below2 13-15 6 40-493 16-19 7 50-594 20-29 8 60 +5 30-39

Q8j (Companion’s Age)Q8j (Companion’s Age)

The Encoding Stage

The TGS Excel The TGS Excel TemplatesTemplates

The TGS Excel Templates

After accurately encoding all the relevant responses, analysis may be jump-started by using the column down-arrow filters.

Choosing one variable in the pulldown menu will filter the whole database among respondents who satisfy the requirement


Say you want to filter the database among those who came from homes

This database shows responses only among those who came from homes


In this example, there were 12 respondents who came from homes You may count the cells

manually or just look at the “Count” result at the bottom of window

If you had a total of 30 respondents, then home origins account for 40% of total traffic

This figure has a MOE of +/-18%-points

which means that 40% may be as low as 22% or as high as 58%

Sample Analysis

Generator RatiosGenerator Ratios (N=96) (N=96)

• Residence 84%

• Church 5%

• Office 2%

• Wet Market 2%

• School 1%

• Mall/Shop 1%

• Public Utility Terminal 1%

• Others 3%

Pasig Rotonda

Origin Destination

Residence 65% 75%Mall/Shop 11% 2%Hospital 0% 1%Church 9% 1%Office 4% 6%School 2% 0%

Bank 2% 0%Supermarket 1% 0%Wet Market 1% 4%Public Utility Terminal 1% 5%Others 3% 5%

Origin/ Destination RatiosOrigin/ Destination Ratios (N=96) (N=96)

Pasig Rotonda

Origin Destination Generator

Pag-asa 4% 5% 5%Dr. Piliapil 1% 5% 5%Col. Licsi 4% 4% 5%Dr. Sixto Antonio 4% 5% 5%Katarungan 4% 4% 4%Francisco 2% 2% 2%

Pvt. Aureliana 1% 2% 2%

Residence Street Name RatiosResidence Street Name Ratios (N=96) (N=96)

Pasig Rotonda

Mode of Transportation RatiosMode of Transportation Ratios (N=96) (N=96)

Public Transport 60%On Foot 23%Private Vehicle 17%

Pasig Rotonda

Behavioral Profile

No 93%

Yes 7%

Whether First Time To Visit Jollibee*

183-4x a week

6Everyday

85-6x a week

401-2x a week

132-3x a month

10 Seldom than 1x/mo.

6Once a month

%Frequency of visits to Jollibee*

Today88%

(N=84)

Yesterday7%

Before Yesterday5%

Time Decided To Go To Jollibee*

15 min. prior to (49%) visiting Between 15 min. (29%) to 1 hour prior to visiting >1 hour prior to (21%) visiting

*Base: N=96, All respondents

*N=90 due to incomplete answer

Behavioral Profile

Who companions are*Who companions are*

Family 62%

Friend 29%

Officemate 5%

Schoolmate 1%

Alone 9%

Average Check per Person:P55.26


Myself68%

Companion 32% (N=31)

Who Decided in Visiting Jollibee*

Family (65%) Friend (32%) Officemate (2%)

Total No.

Age of Companions

2016-19 yrs. old

86Less 12 yrs. old

1013-15 yrs. old

4420-29 yrs. old

2730-39 yrs. old

1540-49 yrs. old

650-59 yrs. old

5More than 60 yrs. old

Socio-demographic Profile

3%

19%

2%4%

51%

15%

5%

74%

26%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

Female Male Less12 yrs.

old

13-15yrs. old

16-19yrs. old

20-29yrs. old

30-39yrs. old

40-49yrs. old

50-59yrs. old

60+yrs. old

Gender* Age*

52%

12%

19%

16%

Working/Has businessNot workingStudentHousewife/Househusband

Occupation*


Civil Status*

• Single 51%

• Married 49%

Sample Analysis

You can use the same set of analysis slides to look into special sub-segments like

Males and females Class ABC and D Weekend and weekday patrons Morning, afternoon and evening patrons Second transaction and non-second

transaction patrons Other segments of relevance to you

Sample Analysis

The next slides are an example of analysis among a special segment:

These will be among Frequent Visitors (1-2x a week)

Generator RatiosGenerator Ratios (N=36) (N=36)

• Residence 83%

• Church 6%

• School 3%

• Office 3%

• Wet Market 3%

• Others 3%

Pasig Rotonda

Origin Destination

Residence 64% 78%Church 17% 0%Mall/Shop 8% 0%Office 6% 6%School 3% 0%Wet Market 0% 8%Public Utility Terminal 0% 6%

Others 3% 3%

Origin/ Destination RatiosOrigin/ Destination Ratios (N=36) (N=36)

Pasig Rotonda

Mode of Transportation RatiosMode of Transportation Ratios (N=36) (N=36)

Public Transport 56%On Foot 25%Private Vehicle 19%

Pasig Rotonda

Behavioral Profile

No 100%

Yes 0%

Whether First Time To Visit Jollibee*

Today81%

(N=29)

Yesterday11%

Before Yesterday8%

Time Decided To Go To Jollibee*

15 min. prior to (55%) visiting Between 15 min. (31%) to 1 hour prior to visiting >1 hour prior to (14%) visiting

*Base: N=36, Those who visit Jollibee 1-2x a week

Behavioral Profile

Who companions are*Who companions are*

Family 72%

Friend 14%

Officemate 3%

Alone 22%

Average Check per Person:P67.10

Myself69%

Companion 31% (N=11)

Who Decided in Visiting Jollibee*

Family (73%) Friend (27%)

Total No.

Age of Companions

216-19 yrs. old

36Less 12 yrs. old

013-15 yrs. old

520-29 yrs. old

230-39 yrs. old

340-49 yrs. old

050-59 yrs. old

0More than 60 yrs. old


Socio-demographic Profile

3%

22%

3%8%

50%

6%8%

75%

25%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

Female Male Less12 yrs.

old

13-15yrs. old

16-19yrs. old

20-29yrs. old

30-39yrs. old

40-49yrs. old

50-59yrs. old

60+yrs. old

Gender* Age*

50%

8%11%

31%

Working/Has businessNot workingStudentHousewife/Househusband

Occupation*Civil Status*

• Single 33%

• Married 67%


The Mapping

The Mapping

TNS suggestion: stores to map respective RTAs Rationale: greater chance that store

personnel know house number-by-block distribution in store’s locality

Difference between Free-standing store and mall store maps Free-standing store: RTA boundaries Mall store: generator concentrations

Each dot represents

the generator of a

respondent.

Each dot represents

the generator of a

respondent.

The Mapping

Take note that, like what you can do with the analysis slides, you can also choose to map out

your store’s RTA among sub-segments

Weekday RTA and weekend RTA Male RTA and Female RTA

Age Group RTAs Second transaction RTAs

Whatever sub-segment is relevant to you

TNS Involvement

Reminder

For more accurate plotting of generators, TNS strongly suggests

that mapping should be done by the stores themselves

Fieldwork Considerations

Maximum no. of stores for simultaneous fieldwork5 stores

Other mandatories Signed Conforme Questionnaires

preferably sent directly to stores if not, should be picked up by/sent to TNS

2 days before start of actual fieldwork Written/emailed advice from MSM to store Tokens (can be kiddie or novelty item, or

food) preferably sent directly to stores

Timing

Lead time for pre-fieldwork preparation 1 week FR training Letters to managers, IDs, etc.

Fieldwork 4 weeks

Data Delivery (in CD or diskette) only (5 stores)1.5 weeks

Data Delivery (in CD or diskette) with Maps (5 stores)

2.5 weeks

Total 6.5 – 7.5 weeks

TNS Contact Details

Please contact: Mr. Gary de Ocampo, Associate Research Director

[email protected] Ms. Syl Suyom, Research Executive

[email protected] Ms. Rowena Lim, Research Assistant

[email protected]

Telephone No.: 818-11-50; 815-6307, 818-1142 to 43

Fax No.: 818-4587; 892-8249

mailto:[email protected]



Appendix: Table of Expected

Margins of Error

Table of Margins of Error

At 95% confidence level

Sample Size N Margin of Error MOE*24 2027 1930 1833 1738 1643 1549 1457 1367 1279 1196 10

119 9150 8196 7267 6384 5600 41067 32401 29604 1

*Assuming maximum variablity: p=0.50 and q=0.50

Documents

TGS