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Report:
“Methodology for designing surveys, focus groups
and in-depth interviews"
“REGIONAL LEVEL MARKET ANALYSIS OF THE CONSTRUCTION SECTOR AND PILOT PROJECT
BASED ON A PUBLIC POLICY PORTFOLIO IN ORDER TO REDUCE SLCP OF TRADITIONAL
BRICKYARDS IN MEXICO"
Presented to:
Instituto Nacional de Ecología y Cambio Climático
Periférico Sur 5000 Col. Insurgentes Cuicuilco,
Delegación Coyoacán, D.F.
01-55-5424-6400
CC Miguel Gerardo Breceda Lapeyre General Coordinator of Green Growth
August the 26th of 2015
1
First Report
Methodology for designing surveys, focus groups and in-depth interviews
LIST OF CONTENTS
Abstract 1. Introduction ................................................................................................................................................ 3
2. Background ................................................................................................................................................ 4
3. Objectives of this report ............................................................................................................................. 4
4. Methodology for designing surveys ............................................................................................................ 5
4.1 Computation of the samples to analyze.................................................................................................... 5
4.2 Survey ............................................................................................................................................. 12
5. Methodology for designing focus group work ........................................................................................... 13
6. Methodology for designing in-depth interviews. ....................................................................................... 16
6.1 Sample size for semi-structured interviews. ........................................................................................... 16
6.2 Model support guide for semi-structured interview .......................................................................... 18
7. Follow up and documentation .................................................................................................................. 20
8. Used bibliography…………………………………………………………………………………………………..21
LIST OF TABLES
Tabla 1. Artisanal Brickyards numbers registered, shown by State (source: Kato and Bárcenas, 2013). .......... 5
Tabla 2. Proportional distribution of the sample of surveys to artisanal brick makers, shown by State .............. 6
Tabla 3. Brickyard distribution by municipality (source: Kato and Bárcenas 2013). ............................................ 7
Tabla 4. Proportional distribution of the sample of surveys to artisanal brick makers by municipality. ............... 8
Tabla 5. Sampling brick artisanal brick makers schedule. ................................................................................ 12
Tabla 6. Transversal and interdisciplinary approaches ..................................................................................... 13
Tabla 7. Selected Economic Units manufacturing concrete blocks. ................................................................. 17
Tabla 8. Semi-structured interviews distribution for concrete blocks economic units. ...................................... 18
LIST OF FIGURES
Fig. 1. Geographical distribution of surveys in the Megalopolis .......................................................................... 9
Fig. 2. Geographical distribution of surveys in the State of Jalisco. .................................................................. 10
Fig. 3. Geographical distribution of surveys in the State of Guanajuato. .......................................................... 11
2
Abstract
This first report describes the methodological design that is going to be used to guide surveys, work with focus
groups and in-depth interviews, as part of the execution of the project named “REGIONAL LEVEL MARKET
ANALYSIS OF THE CONSTRUCTION SECTOR AND PILOT PROJECT BASED ON A PUBLIC POLICY
PORTFOLIO IN ORDER TO REDUCE SLCP OF TRADITIONAL BRICKYARDS IN MEXICO” (agreement
INECC/RPA1-001/2015).
The survey design applicable to producers of artisan cooked red bricks, adjusted to the unique socio-economic
conditions prevailing in the sector, is presented. The sample size is calculated with the appropriate statistical
method for finite populations, which indicates the result of an estimated size between 989 surveys. Municipal
maps of the known distribution data for the number of brickyards existent in the states of Hidalgo, Tlaxcala,
Puebla, Morelos, Mexico, Jalisco and Guanajuato are included. Under the principle of proportional
representation geographically related regions, the numbers of surveys to recover from each of these regions are
defined.
To work with focus groups, we describe the methodology based on two strategies: homogeneous groups for
deepening bounded topics and heterogeneous groups for analysis market and business drivers. For both
strategies, the following methodological steps are defined: 1) identification of focal interest groups; 2) the
definition of the objectives of the focus groups; 3) mechanical choosing between one of the following two options:
questions-project exposure-feedback, or a combination of quick brainstorming, prioritization and SWOT analysis.
Finally, the methodology for conducting in-depth interviews, which will be semi-structured, conducted by high-
profile personnel experienced in handling the issue of brickyards.
For all cases, mechanism of documentation that allows demonstration and provide traceability is described.
3
1. Introduction The supply of cooked clay brick in the country, correspond in one of two big categories: industrialized production
and artisan traditional production. Industrialized production is based on the intensive use of machinery, gas
(natural or from liquefied petroleum) and standardized processes quality selection and clay mixtures, and whose
product is either a solid or extruded hollow brick with high resistance to compression. Moreover, there is a large
segment of artisan brick makers that do not have intensive machinery, lack mechanisms for standardizations
and whose products differ regionally in terms of size and characteristics of appearance and probably in their
mechanical properties. An additional feature of this last segment is the use of different fuels including biomass
and special handling waste or even hazardous waste. As a result, the artisan activity is source of emissions of
pollutants that affect air quality and of emissions of greenhouse gases, including the short-lived climate
pollutants.
What is the future of the production of artisan cooked clay brick in Mexico? What alternative products are
competing with it in the market? What is the best strategy to modernize the sector? With market analysis in mind
this project seeks to answer these questions. The presented report covers the methodological design of surveys,
focus group work and in-depth interviews.
4
2. Background On August the 1st of 2015, the agreement INECC/RPA1-001/2015 was signed between the Instituto Nacional
de Ecología y Cambio Climático (Ecology and Climate Change National Institute) and CIATEC, Centro de
Innovación Avanzada en Tecnologías Competitivas (Center of Advance Innovation and Competitive
Technologies), in order to execute the project entitled “REGIONAL LEVEL MARKET ANALYSIS OF THE
CONSTRUCTION SECTOR AND PILOT PROJECT BASED ON A PUBLIC POLICY PORTFOLIO IN ORDER TO
REDUCE SLCP OF TRADITIONAL BRICKYARDS IN MEXICO”.
The work schedule established in the agreement, determines as the first deliverable a report containing the
methodological design of surveys, work with focus groups and in-depth interviews to be applied as part of the
first stage referred from August to November 2015, and during the second stage referred from January to August
2016.
3. Objectives of this report Describe the design of the methodology to be used in the surveys that are going to be applied to the artisan
brick makers of the Megalopolis (Hidalgo, Tlaxcala, Puebla, Morelos, Mexico State, Mexico City Federal District),
along with the states of Jalisco and Guanajuato.
Describe the design of the methodology to be applied for consultation work with focus groups made up of
suppliers and purchasers of clay brick, concrete block and other alternative materials.
Describe the design of the methodology to be used for the implementation of in-depth interviews.
5
4. Methodology for designing surveys 4.1 Computation of the samples to analyze.
The study sample was drawn from artisanal brick production segment units in the Megalopolis and the states of
Jalisco and Guanajuato, which represent 58.64% of the country's 17,054 artisanal brickyards1, distributed as
shown in the following table :
Tabla 1. Artisanal Brickyards numbers registered, shown by State (source: Kato and Bárcenas, 2013).
Estado Ladrilleras registradas
Guanajuato 2,366
Hidalgo 285
Jalisco 1994
Estado de México 803
Morelos 24
Puebla 4,500
Tlaxcala 29
Total 10,001
To obtain the sample size the following equation to calculate sample sizes for finite populations was used:2:
Where: N = population size z = z value for a standard normal distribution with a given confidence level e = maximum allowed standard error of the estimate p = proportion of the population of interest n = sample size
1 Kato y Bárcenas. 1913. Opportunities for reducing emissions of short-lived climate pollutants (SLCPs) from brick making in Mexico and Brazil. Final Report. Instituto Nacional de Ecología y Cambio
Climático y Comisión de Clima y Aire Limpio. Annex Mexico Statistics. 2 Stevenson, 1981. Estadística para Administración y Economía, 1981, p. 259, table 8.7 Resumen de fórmulas
6
Given that the artisanal brickyards reported in the states included in this study sum up 10,001 of 17,054 at
national level (table 1), a value of 58.64 % was assigned to the calculation of the sample. It was decided to adopt
a significant percentage of 95%, which corresponds to two standard deviations and being the most frequently
used value. At that level of significance, Z corresponds to a value equal to 1.645. Finally, although the standard
error of the sample to be determined is unknown, a value to be included conventionally in the range between
1% (0.01) and 9% (0.09) was used. With the criteria described before, the values for determining the sample
size were:
N = 10,001 artisanal brickyards z = 1.645 (z value at an expected confidence level of 95%) e = 2.5% p = 58.64%
Substituting these values, the result obtained was: n = 989 artisanal brickyards so it was decided to set the
number of surveys to 1000.
In order to have a proportionate representation of surveys in each of the States mentioned above, the distribution
was made based on the registered number of brick by State, as shown in Table 2:
Tabla 2. Proportional distribution of the sample of surveys to artisanal brick makers, shown by State
State Registered brickyards Percentage Sample
Guanajuato 2,366 23.66 237
Hidalgo 285 2.85 29
Jalisco 1,994 19.94 199
Estado de México 803 8.03 80
Morelos 24 0.24 2
Puebla 4,500 45.00 450
Tlaxcala 29 2.90 3
Total 10,001 1000
Applying the proportionality principle, table 4 shows the proposed distribution of surveys of artisanal brickyards
by municipality, which is based on the information available at the 2013 INECC study3 (table 3). It is worth noting
that on the information available, some data is labeled under the name "other" without reference to a particular
3 Kato y Bárcenas, 2013. Op cit
7
Municipality, particularly: 980 in the State of Jalisco, 178 in the State of Puebla, 24 in the State of Morelos and
24 more on the State of Tlaxcala that are in the same condition.
Tabla 3. Brickyard distribution by municipality (source: Kato and Bárcenas 2013).
Municipio Ladrilleras Municipio Ladrilleras
Abasolo 367 Actopan 37
Acámbaro 82 Ajacuba 8 Municipio Ladrilleras
Apaseo el Alto 44 Atitalaquia 6 Chalco 289
Apaseo el Grande 4 Cuautepec de Hinojosa 1 Chicoloapan 27
Celaya 92 El Arenal 29 Coyotepec 69
Comonfort 50 Huichapan 27 Metepec 159
Coroneo 3 Mineral de la Reforma 33 Teoloyucan 22
Cortazar 23 Santiago Tulantepec 72 Toluca 34
Cuerámaro 48 Singuilucan 2 Zinacantepec 4
Doctor Mora 8 Tepejí del río de Ocampo 13 Almoloya de Juárez 17
Dolores Hidalgo 38 Tizayuca 19 Temascalcingo 175
Guanajuato 195 Tolcayuca 1 Xonacatlán 7
Huanímaro 3 Tulancingo de Bravo 29 Total 803
Irapuato 24 Almoloya 7
Jaral del Progreso 6 Zacualtipan de Angeles 1
León 274 Total 285
Manuel Doblado 33
Ocampo 28
Pénjamo 10 Municipio Ladrilleras
Purísima del Rincón 34 Municipio Ladrilleras San Pedro Cholula 2086
Romita 23 Guadalajara 34 Coronango 1125
Salamanca 59 Zapopan 23 Juan C. Bonilla 571
Salvatierra 3 Tlaquepaque 0 San andres Calpan 121
San Diego de la Unión 16 Tonalá 3 Huejotzingo 186
San Felipe 70 Tlajomulco de Zúñiga 16 San Martín Texmelucan 227
Sn. Fco. del Rincón 44 El Salto 70 Cuautlancingo 5
San José Iturbide 150 Ixtlahuacán del Río 0 San Andrés Cholula 1
San Luis de la Paz 16 Juanacatlán 0 Otros (N/D) 178
San Miguel de Allende 102 Zaplotlanejo Total 4500
S. C. Juventino Rosas 26 Tala 0
Silao 229 Otros (N/D) 980
Tarandacuao 5 Total 1994
Tarimoro 100
Uriangato 5 Municipio Ladrilleras
Valle de Santiago 37 Estado (N/D) 29
Villagrán 3 Municipio Ladrilleras Total 29
Yuriria 112 Estado (N/D) 24
Total 2366 Total 24
ESTADO: GUANAJUATO ESTADO: HIDALGO
ESTADO: JALISCO
ESTADO: MORELOS
ESTADO: MÉXICO
ESTADO: PUEBLA
ESTADO: TLAXCALA
8
With this data, we proceeded to represent on a map the amount of brickyards to be sampled by Municipality. In
Figure 1, the geographic distribution for the Megalopolis is illustrated.
Municipio Muestra Municipio Muestra
Abasolo 37 Santiago Tulantepec 8 Municipio Muestra
León 28 Actopan 4 Chalco 29
Silao 24 Mineral de la Reforma 3 Temascalcingo 17
Guanajuato 20 El Arenal 3 Metepec 16
San José Iturbide 15 Tulancingo de Bravo 3 Coyotepec 7
Yuriria 11 Huichapan 3 Toluca 3
San Miguel de Allende 10 Tizayuca 2 Chicoloapan 3
Tarimoro 10 Tepejí del río de Ocampo 1 Teoloyucan 2
Celaya 9 Ajacuba 1 Almoloya de Juárez 2
Acámbaro 8 Almoloya 1 Xonacatlán 1
San Felipe 7 Atitalaquia 1 Total 80
Salamanca 6 Total 29
Comonfort 5
Cuerámaro 5
Apaseo el Alto 4
Sn. Fco. del Rincón 4 Municipio Muestra Municipio Muestra
Dolores Hidalgo 4 Otros (N/D) 98 San Pedro Cholula 209
Valle de Santiago 4 Tonalá 29 Coronango 113
Purísima del Rincón 3 El Salto 20 Juan C. Bonilla 57
Manuel Doblado 3 Zapopan 14 San Martín Texmelucan 23
Ocampo 3 Tlaquepaque 14 Huejotzingo 19
S. C. Juventino Rosas 3 Tlajomulco de Zúñiga 13 Otros 18
Irapuato 2 Tala 7 San andres Calpan 12
Cortazar 2 Ixtlahuacán del Río 2 Cuautlancingo 1
Romita 2 Guadalajara 2 Total 450
San Diego de la Unión 2 Juanacatlán 1
San Luis de la Paz 2 Total 199
Pénjamo 1
Doctor Mora 1
Jaral del Progreso 1 Municipio Muestra
Tarandacuao 1 Municipio Muestra Estado (N/D) 3
Uriangato 1 Estado (N/D) 2 Total 3
Total 237 Total 2
ESTADO: GUANAJUATO ESTADO: HIDALGO
ESTADO: JALISCO
ESTADO: MORELOS
ESTADO: MÉXICO
ESTADO: PUEBLA
ESTADO: TLAXCALA
Tabla 4. Proportional distribution of the sample of surveys to artisanal brick makers by municipality.
9
Fig. 1. Geographical distribution of surveys in the Megalopolis
To ensure that we met the statistical assumptions used to calculate the sample size, a scheme in which seven
regions identified arises:
Megalópolis
Hidalgo South and Mexico North Region: Huichapan, Tepeji del Río, Atitalaquia, Ajacuba, El Arenal, Actopan, Mineral de la Reforma, Tizayuca, Teoloyucan y Coyotepec.
Hidalgo East Region: Tulancingo de Bravo, Santiago Tulantepec y Almoloya.
Mexico Northeast Region: Temascalcingo
México Center Region: Almoloya de Juárez, Xonacatlán y Metepec.
Mexico East Region: Chcicoloapan y Chalco.
Puebla-Tlaxcala Region: San Martín Texmelucan, Huejotzingo, San Pedro Cholula, Coronango, Cuautlacingo y Tlaxcala.
Morelos Region: Cuernavaca
10
For the State of Jalisco we identified 4 regions of interest, suggested by the Ministry of Environment and
Territorial Development of Jalisco (SEMADET)4:
Jalisco Altos North Region: to be defined along with SEMADET.
Jalisco Altos South Region: to be defined along with SEMADET.
Jalisco South Region: to be defined along with SEMADET.
Jalisco Cenetr Region: Ixtlahuacán del Río, Guadalajara, Tonalá, El Salto, Juanacatlán, Tlajomulco de
Zúñiga, Tlaquepaque, Tala y Zapopan.
Under the same proportional principle, in figure 2 is shown the geographical distribution for Guadalajara
Metropolitan Area in Jalisco State.
Fig. 2. Geographical distribution of surveys in the State of Jalisco.
We will apply the remaining 98 surveys in the other regions.
4 Mónica Díaz and Adriana Rivapalacio, Pers com, August the 20th of 2015.
11
For Guanajuato, it is taken as reference the diagnosis of the brick industry elaborated by CIATEC5 for the Ministry
of Ecology of the State and some of the municipalities with the highest number of brickyards in the territory:
Guanajuato West Region: León, San Francisco, Purísima, Silao, Romita and Guanajuato.
Guanajuato North Region: San Felipe and San Luis de la Paz.
Guanajuato East Region: San Miguel de allende, Celaya, Apaseo el Alto, Apaseo el Grande, Tarimoro
and Acámbaro.
Guanajuato South Region: Irapuato, Salamanca, Abasolo, Pénjamo, Yuriria y Valle de Santiago.
Fig. 3. Geographical distribution of surveys in the State of Guanajuato.
5Rivera et al. 2014. Diagnóstico de la Industria Ladrillera del Estado de Guanajuato. Informe final. Instituto de Ecología del Estado de Guanajuato. León, Guanajuato.
12
One of the advantages of visualizing the sampling by regions, is to have a flexible survey intake, by allowing
remote sites with one or few scattered brickyards, can eventually be replaced by samples taken in another
municipality within the same region, where there is sufficient justification related to remoteness, difficult access
or inability to find the producer of the bricks.
The sampling schedule (Table 5) shows that surveys will be applied in a four-week period extending from late
September to late October. Logistics include formation of the working teams needed to advance at a rate of 250
surveys per week.
Tabla 5. Sampling brick artisanal brick makers schedule.
State 5 to 10 Oct 12 to 17 Oct 19 to 24 Oct 26 to 31 Oct
Hidalgo
Tlaxcala
Puebla
Morelos
Estado de México
Jalisco
Guanajuato
4.2 Survey
The aim of the survey to artisanal producers of cooked bricks, is to obtain statistical information on socio-economic profile,
production numbers, technology used, final product and marketing conditions of the product: it is directed to the owner or
responsible for the operation of each production unit, and to identify the barriers that they face to adopt new technologies.
The survey was designed primarily with closed questions as far as possible, and with instructions for the interviewer to
facilitate the proper contact between interviewer and interviewee. Location data will be taken with a phone GPS as
geographical coordinates for subsequent location in the Basic Geostatistical Areas delimited by INEGI (AGEB). The survey
is shown in the appendix to this report.
In the design precautionary steps were taken to establish the information to be obtained without recurring to direct questions.
Data on the size and types of kilns, will be obtained directly by the interviewer, while the dimensions of the bricks are
obtained by sub-sampling in each community at least 10% of the surveyed brickyards; bricks are to be tagged and
transferred to the operations base for measuring dimensions and weight.
On September, a pilot focus group will be conducted with 5 to 8 artisanal brickmakers; the objective will be to obtain
feedback on survey design that will be used to improve its efficacy in the definitive survey. Focus group results will be fully
documented.
13
It is important to mention that this is the first draft of the interview, and that it will be modified on the base of pilot exercise
and the technical opinion of INECC. The final version will be included in the final report.
5. Methodology for designing focus group work The second phase of the project covers the activities of demand analysis and forecasting of alternative materials
to artisanal cooked clay bricks. It is pretended to interview various groups that have something to do with different
aspects (transversal) and with different groups of actors (interdisciplinary). The relationship between them is
described in Table 6:
Tabla 6. Transversal and interdisciplinary approaches
Stakeholders Regulations Market Institutional demand
Innovation
Architects and engineers
Constructors
Public Works officials
Environmental officials
Industrials
Artisans
Academics
Given the two approaches, two methodological strategies are defined: homogeneous groups for deepening
bounded topics and heterogeneous groups for dimensional analysis of drivers of the market and business.
For both strategies the following methodological steps are defined:
a. Identification of the focus groups of interest according to the matrix arrangement of Table 6.
b. Definition of the objectives of the focus groups;
c. Mechanical choice between one of the following two options:
For homogeneous groups, a dynamic based on a bounded set of five questions, followed by an
exposition of the scope of the project and finally, getting feedback from participants.
14
For interdisciplinary groups a methodology that seeks to delve into the drivers of the market and
business will be adopted, by combining quick brainstorming, prioritization and SWOT analysis, as
is done in the market layer of a technologic roadmap6.
For transversal groups, questions will focus on the following topics:
Incidence of regulations for bricks in the market.
Factors of their professional / industrial activities affecting the brick market.
Trends in the use of building materials.
Trends in technology innovation.
Aspects that determine the purchase and use decisions or alternative materials.
Influence of the environmental aspects involved in the artisanal activities on their purchasing
decisions.
For interdisciplinary groups, the questions will be on the following topics:
Drivers of the market.
Physical characteristics of the product that can be a driver of the market.
Quality or price as a market driver.
Availability and accessibility of the product.
Role of environmental regulations.
Business Drivers.
Alternative products competing with artisanal brick.
Transport and transaction costs (retailers, transportation and commercialization).
Product differentiation.
Market opportunities.
Market growth.
6 Phaal,. Farrukh and Probert. 2001. T-Plan. The phast start to Technology Roadmapping. Planning your route to success. Institute for manufacturing. University of Cambridge.Cambridge, UK. 124 pp.
15
Government support.
Technological innovations.
Business opportunities.
Regulatory frame.
Absence of support policies and programs.
Intermediary factor.
Price levels.
Business weakness.
Technological obsolescence.
Training.
Breach of environmental obligations.
Costs and prices structure.
Market threats.
Alternative ecological products.
Regulatory frame.
Market prices.
Business threats.
Technology.
Geographical location.
Market and business differentiation is determined on the base of producers quantity involved on each level. We
refer to business with respect to individual producers, and to market when we refer to a group of producers
and/or buyers.
Each 5 to 8 people focus groups will work in a two hours session and directed by a guide. For the interdisciplinary
strategy, the number of persons can be bigger depending on the logistic conditions and number of assistants.
16
6. Methodology for designing in-depth interviews. For the industrial production sector of brick, block and similar materials, research will be done on the basis of
semi-structured interviews, defined like that because they will be conducted with the guidance of a series of
questions for the interviewer, but during the development of each of them, to be allowing as to the interviewer to
explore other unforeseen questions.
Open interviews will be applied to the actors related to demand and with the topic of innovation of construction
materials that could become an alternative to traditional bricks and blocks.
6.1 Sample size for semi-structured interviews.
With regards to industrial clay bricks and concrete blocks, the universe to be sampled will be estimated on the
basis of the Statistic National Register of Economic Units (DENUE)7 published by Instituto Nacional de
Estadística, Geografía e Informática (INEGI). This document includes economic units registered in 2014 census:
they are classified in accordance with the North American Industrial Classification System (SCIAN), and their
geographical location annotated in reference to Mexican Basic Geographical Area (AGEB).
Economic units selection was made on the base of 3273 and 3279 classifications, corresponding to concrete
blocks and other nonmetallic minerals products, with 6,892 and 3,827 units each, giving a total of 10,719
economic units. Other classification taken into account, was the 327121 corresponding to non-refractory clay
bricks.
The information of each and every one of the economic units under 3273 and 3279 classifications were analyzed;
producers of pipes, poles, pre manufactured products and others with non compatible names, were excluded.
We only take information from economic units with names reflecting manufacturing of bricks and blocks. We
included economic units with names including “tabiquera” and “bloquera sin nombre”. The result is shown in
table 7:
7 INEGI, 2015. www3.inegi.org.mx/sistemas/mapa/denue. Consulted on August 13th, 2015.
17
Tabla 7. Selected Economic Units manufacturing concrete blocks.
Concrete products
Distrito Federal
Guanajuato Hidalgo Jalisco Estado de
México Morelos Puebla Tlaxcala National
Tabique 34 29 1 7 151 49 579
Tabicón 17 12 35 2 2 155
Block 8 38 184 81 207 39 428 143 3,300
Subtotal 59 79 185 88 393 41 479 143 4,034
Sample size for semi-structured interviews was calculated with finite population equation8:
Where: N = population size z = z value for a standard normal distribution with a given confidence level e = maximum allowed standard error of the estimate p = proportion of the population of interest n = sample size
Given the fact that proportion of sample size is unknown, a value of p = 0.5 was used. It was decided to adopt
a significant percentage of 95%, which corresponds to two standard deviations and being the most frequently
used value. At that level of significance, Z corresponds to a value equal to 1.645. Finally, although the standard
error of the sample to be determined is unknown, a value to be included conventionally in the range between
1% (0.01) and 9% (0.09) was used. Substituting these values, the result obtained was: n = 117 economic units.
National geographic distribution of semi-structured interviews will be made under proportionality principle, based
on the economic units number registered in DENUE by INEGI as shown in table 8:
8 Stevenson, 1981. op cit.
18
Tabla 8. Semi-structured interviews distribution for concrete blocks economic units.
State Economic
units Percentage Interviews
Hidalgo 185 5% 5
Tlaxcala 143 4% 4
Puebla 479 12% 14
Morelos 41 1% 1
Estado de México 393 10% 11
Distrito Federal 59 1% 2
Jalisco 88 2% 3
Guanajuato 79 2% 2
Rest of country 2567 64% 74
Total: 4034 100% 117
With respect to economic units under classification 327121, named manufacturing of non refractory clay bricks
for construction, 9364 economic units are registered, but nevertheless it was detected that many of them are
information of artisanal producers or retailers. A screening based on the size of economic unit was made: the
criteria used was those economic units with 50 or more employees (medium or big units as classified by
Secretaria de Economía (Economy Ministry)9. As a result of that, 11 economic units appeared, so every one of
them will be subjected to semi-structured interviews.
6.2 Model support guide for semi-structured interview
The main objective of semi-structured interview, in to characterize concrete block production and clay non
refractory brick production (usually extruded), both at country level. An additional intention of interviews, is to
gain information from the producers vision, about products demand and competition against artisanal brick
products.
9 Secretaría de Economía, 2009. ACUERDO por el que se establece la estratificación de las micro, pequeñas y medianas empresas.
http://dof.gob.mx/nota_detalle_popup.php?codigo=5096849. Consultado el 15 de agosto de 2015.
19
The elements forming part of semi-structured interviews, are shown below but without limiting other topics that
can and should arise during interviews. The question in depth about production, will be constrained to structural
brick and block products, and do not will have focus in other kind of non-structural products.
Semi-structured interviews will be conducted beginning with a brief introduction explaining to the person to be
interviewed the kind of research being conducted and the objective pursued; the interviewer will thank in advance
for the collaboration from the person to be interviewed.
A) PRODUCTION AND SALES ASPECTS.
a. Pieces produced per month or year (kind of product, quantity of pieces, value of production, sales).
b. Installed and realized capacity.
c. Technological and mechanization aspects. Kiln type and capacity, as well as global fuel
consumption, for clay burned bricks. Machinery utilized for concrete blocks.
d. Raw material inputs. Type, origin and quantity of raw material.
e. Description of the process and characteristics (manual, mechanized or mixed).
f. Final disposition of losses and wastes.
g. Quality certifications.
h. Physical characteristics and dimensions of the three main products of the company.
i. Product and process innovation plans. Main motivations for changing products and/or processes.
j. Production growth perspectives.
B) MARKET ASPECTS
a. Installed versus realized production capacity.
b. Targeted market: export, national, regional or local.
c. Identification of main markets for their products (Regions, cities and states).
d. Market barriers.
e. Buyer: home developer, contractors of public resources construction, self-construction people, etc.
f. Competing products in the market (artisanal bricks, extrude bricks, concrete blocks, alternative
bricks, etc.).
g. New materials/products potentially competing.
20
C) GENERAL INFORMATION: Identification data from the facility and interviewed people will be
collected when approved by people being interviewed.
a. Location (city, address of facility, telephone number, e-mail, web site and geographic location data
(or AGEB where the facility is located)
b. Tipo de organización (nombre empresa. Asociación especializada, persona física,
comercializadora, etc.)
c. Antigüedad del negocio.
d. Tamaño de la empresa (número de trabajadores; obreros, administrativos, fijos y eventuales,
número de empleadas y empleados).
7. Follow up and documentation
Surveys will be monitored and subjected to a quality review in the space of two days after they are taken, this is
done in order to replace those that are discarded by any of the following problems: inconsistency of the detected
numbers, illegible entries, incomplete data and lack of observations of the interviewer.
In the application on the documents mentioned above, the results will be documented by transcription of audio
files; video and photo libraries of the activities; annexes with the original interviews and surveys; progress reports
of work with focus groups, including attendance records.
21
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2015 en: http://dof.gob.mx/nota_detalle_popup.php?codigo=5096849.
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