Holy month of Ramadan

Muslims from all over the world keep fasting approx. 1 hour before sunrise to sunset during the most blessed month in the Islamic calendar, known as “Ramadan”. Ramadan is the ninth month in the Islamic calendar. During this month, Muslims abstain themselves from eating, drinking, smoking, as well as participating in ill-natured or excessive type of activities. Fasting is intended to educate the Muslim in spirituality, humility and patience. In Ramadan, it is a time for Muslims to cleanse the soul, focus attention on God, and put selflessness into practice. Fasting is made for the sake of God. More than a Billion people around the world are Muslims. Majority of Muslims keep fasts during Ramadan as it is a religious obligation.

Change in normal routine of Respondents in Ramadan and its effects on Fieldwork:

Major changes happen in the habits and way of living of Pakistani respondents like  eating, sleeping, shopping, and habits pertaining to religious activities, charity and media.

During the holy month respondents sleep and wake up early. Schools/offices and household working hours are also changed in Ramadan. Schools and offices usually start early approximately One/two hours to usual schedule, and also close before time. People on jobs used to start jobs/ business early. For example if business day timings are 9 to 5 in normal days, it shifts from 7 am to 2:30 pm. People used to take rest during Ramadan after coming back from work.

From Fieldwork/data collection perspective, “B2B ” interviews are conducted in the morning during Ramadan, 9:00am to 12:30 pm. For Household interviews, appropriate time to contact female respondents is 9:00 am to 1:00pm in “weekdays” only. Male respondents are more willing to be interviewed at their households from 5:00pm to 6:00pm only in weekdays. It is better to meet male respondents on “holidays /Sundays” at their home from 9:30 am to 12:30 pm and then 3:30 pm to 6:00 pm during Ramadan.

Media viewing habits and its effects on survey timings:

During Ramadan TV / media viewing habits also changes. It is the observation of researcher that people usually watch more religious channels. So any media research or containing questions relating to media habit may only give information for a specific period which might not reflect respondent’s routine in a year.

Change in eating habits and its effects on survey timings

During Ramadan eating habits also change due to fasting. This may effect on the fieldwork also. This is not appropriate to ask questions on consumption of eatables from a person maintaining fast. Similarly any projection on the basis of consumption pattern in Ramadan is also not advisable due to change eating habits, eating schedule and diet etc.

However, fieldwork for other products/ services except for eatables can be carried out during Ramadan.

Based upon our experience of doing surveys in Ramadan in Pakistan and other Muslim countries, pace of work is sometimes slow in Ramadan which can be accelerated after Ramadan or it can be made up by adding more resources in data collection team. This is important to note that during last 10 days of Ramadan, field work is extremely difficult or near to zero progress level as respondents are over engaged in religious activities, shopping for EID.

EID is a another religious festival for the Muslim celebration which continues from One to Three days. On Eid days respondent usually go for outing, meet and greet friends and relatives. During EID holiday, fieldwork is not possible at all.

We at IFT have a team of experts with more than 20 years experience of managing large scale projects in Pakistan and abroad. Our experts will be happy to share views on your specs and fieldwork plan during Ramadan.

For any query, may write to info@field-tab.com.pk