6th ASDA’A Burson-Marsteller Arab Youth Survey 2014: Methodology

April 8, 2014 12:59 pm

The 6th Annual ASDA’A Burson-Marsteller Arab Youth Survey 2014 was conducted by international polling firm PSB to explore attitudes among Arab youth in 16 countries in the Middle East and North Africa. PSB conducted 3,500 face-to-face interviews between December 2013 and January 2014 with Arab men and women in the age group of 18 to 24.

The aim of this annual survey, now in its sixth year, is to present evidence-based insights into the attitudes of Arab youth, providing public and private sector organisations with data and analysis to inform their decision-making and policy formation.

The survey is the most comprehensive of its kind covering the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), Algeria, Egypt, Iraq, Jordan, Lebanon, Libya, Morocco, Palestine, Tunisia and Yemen. The survey did not include Syria due to the civil unrest in the country.

Participants were interviewed in-depth about subjects ranging from the political to the personal. Topics explored included the concerns and aspirations of Arab youth, their views on the economy and the impact of the Arab Spring, their media consumption habits, and attitudes towards traditional values and the people who influence them.

Respondents, exclusively nationals of each of the surveyed countries, were selected to provide an accurate reflection of each nation’s geographic and socio-economic make-up. The gender split of the survey is 50:50 male to female. The margin of error of the 6th Annual ASDA’A Burson-Marsteller Arab Youth Survey 2014 is +/-1.8%.

There were 200 respondents for each country represented in the survey, except for the UAE, Saudi Arabia, Egypt with 300 respondents each, and Iraq with 250 and Palestine with 150. The geographic location of respondents was also taken into account by PSB when developing the fieldwork methodology – with, for example, 40% of UAE respondents in Abu Dhabi, 40% in Dubai and 20% in Sharjah. Saudi respondents were drawn from three of the country’s regions; Riyadh, Jeddah and Dammam; Palestine’s youth from the West Bank and Gaza; Oman’s youth from Muscat and Batinah; Lebanese youth from Beirut, Saida, and Tripoli; Tunisian youth from Tunis, Sfax and Soussa; Iraqi youth from Baghdad, Irbil and Basrah; Egyptian youth from Cairo, Alexandria and Mansoura, and so on across each country.

When analysed, this geographic spread provides a more accurate national picture than findings based solely on the responses of those living in capital cities.