RFQ for Oxfam in Nigeria Market Research on Urban Middle Class (youth) in Nigeria

1. Project Background

1.1 Background and rationale

Oxfam is implementing the Strategic partnership programme aimed at developing a vibrant and effective public campaign that will work alongside the mainstream GROW and Inequality Campaigns to put public pressure on government to make policy actions, which will create a hunger-free and malnourish-free Nigeria as part of the GROW campaign. The inequality campaign is focusing on Improving policies and practices of government and private sector resulting in reduced poverty and extreme inequality through more effective and efficient management of Nigeria’s tremendous resources and increased citizen participation. 

Specifically, the Inequality campaign is targeting the Nigerian government to tackles tax evasion and avoidance and increase transparency and accountability through participatory budgets and ensures pro-poor fiscal policies and practices. While the GROW campaign is aiming to increase the quantity and quality of public and private investments in agriculture and climate change adaptation to benefit small scale farmers (women and youth especially) and increase participation of citizens in agricultural governance in general.

The key to a great campaign is knowing who your audience is. At the moment, however, we have limited knowledge of  youth and urban middle class in Nigeria . We need to gain a better understanding of their interests, needs and online  behaviours . This will make it easier for Oxfam to mobilize them to take action by creating customized messages, channels and campaign materials. 


2. Project Definition

2.1    Objective and scope

Oxfam in Nigeria is looking for quotation to conduct a market research survey using a structured questionnaire among the urban middle class (youth) in Nigeria. 

The objective of this research threefold: 

  1. Identify how urban middle class (youth) in Nigeria can best be reached by the campaign, through which channels. 
  2. Which people are already actively voicing their concerns, through which channels and what types of action (e.g. which social media, what types of actions do they perform on social media, but also offline actions voicing concerns related to the campaign). 
  3. Identify which attitudes the urban middle class in Nigeria holds towards  

        - inequality, taxes, and public spending 
        - agriculture, and climate change 

Oxfam in Nigeria is wanting to field a survey, among the urban middle class in Nigeria with a particular focus on Lagos, Abuja, Rivers, Adamawa, Kebbi and Bauchi States.

  • The questionnaire will be supplied by Oxfam in Nigeria. 
  • The questionnaire (and possibly revisions and edits), a proposal for basic analyses and reporting will be will be coordinated and agreed upon between Oxfam in Nigeria and a market research agency parties before the survey is fielded. 
  • Oxfam has the possibility to test the questionnaire and to include adjustments before the survey is fielded. 

The assignment includes: 

  • Designing a suitable and cost-effective methodology and sampling strategy for both online and offline survey data collection targeting urban middle class (youth) in Nigeria. 
  • Programming and testing questionnaire, 
  • Collecting data among respondents
  • Monitoring of the fieldwork, incentives (if applicable), 
  • Data cleaning 
  • Providing descriptive results (breakdown by question and answer categories)

Note that Oxfam has in- house data analysts that will perform analyses on the microdata supplied. Therefore the reporting on the results can be brief. 


2.2 Deliverables

  • A Research Approach which Includes (revised) questionnaire, fieldwork design, sampling strategy, overview of where the survey is going to be fielded. 
  • A cleaned dataset (in .csv-format) to Oxfam Nigeria that includes the microdata. In addition to the survey data, this microdata should contains should Paradata: interview time, duration of the interview, mode (offline/online, face to face interview or, online data collection.
  • Oxfam should receives a data documentation that accompanies the micro-data. This data documentation includes Overview of question texts, variables, values and labels in the microdata.
  • Oxfam should receives a short research documentation that contains Fieldwork report that outlines the original plan and where necessary highlights deviations from the original approach in terms of: 
    • Sample
    • Sampling strategy 
    • Fieldwork design (number of contact attempts, response rates)
  • Oxfam should recieve a brief analysed report that contains descriptive statistics (nr and percentage of (valid) responses)  on all questions and answer categories. 


2.3    Preliminary Planning [and Budget]



Time period

[% payment]


Research Approach

31st July 2018



Microdata & Data Documentation


20th August  2018 



Field Work & Brief Analysis Report

[short description]

25th August 2018




[short description]




[mention the budget limitations here (if it is unclear what the budget is or you aren’t aware of the current market prices, please first find out. In some cases you can leave out the budget to try and get as much competition as possible. Please consult the International Procurement Officer if you need help with this decision.]

Remuneration is based on submission of final deliverables as mentioned in the preliminary planning. No payment will be made in advance.


3    Purchase procedure

3.1    Procedure

This procurement procedure is organised to contract an agency to carry out an audience research. After careful consideration and pre-selection a selection of potential suppliers are asked to take part in the competitive negotiated procedure for the above mentioned contract. These potential suppliers are asked to make a quotation based in the administrative criteria, selection criteria and the award criteria mentioned below. These quotations are assessed on their compliance, quality and price. The contract will in principle be awarded to the organisation with the economically most advantageous quotation. This means that not only the price, but all award criteria will be taken into consideration. Oxfam Novib withholds the right to conduct interviews with one or more potential suppliers before an award decision is made. Purpose of the interview is to seek further clarification on the submitted quotations and learn more about the background and previous experiences of the potential suppliers and their teams.


3.2    Administrative criteria

3.2.1    Deadlines

  • Any questions, remarks or requests for clarification can be send to Abdulazeez.Musa@Oxfam.org /or Caroline.Ahmadu@oxfam.org, before 12th July 2018 17:00 hours.
  • The (anonymised) questions will be answered to all applicants no later than 15th July 2018 17:00 hour.
  • Quotations should reach Oxfam Novib no later than 3rd August 2018 17:00 hours.


3.2.2    Contents of quotation

The following should be included in applications:

  • At least two relevant reference assignment previously performed by the supplier that are comparable in content, time and money.
  • Total price. Accompanied with a cost brake down in days or hours spend and the related fee.
  • A fieldwork design 
  • A sampling strategy and overview of where the survey is going to be fielded (online and offline)  
  • A methodological justification of design and sampling strategy. 
  • A planning and budget. 

Quotations should be submitted by e-mail with the subject line “Audience Research” to: Caroline.Ahmadu@oxfam.org

3.3    Award criteria

The evaluation of the quotations will be based on the best value for money criterion covering quality of the propped approach and price of the quotation. 

3.3.1    Assessment of the approach paper

The best fitting approach paper for the assignment will be given the most points. The assessment of the quotation will be based on the following criteria.

  1. Understanding of the assignment 
  2. Methodological quality of the proposed approach  
    • sampling strategy
    • fieldwork design including the way respondents will be approached (offline and online) 
    • proposed sample size
  3. Realistic time planning, given the assignment and 
  4. Value for money


3.3.2    Assessment of the Prices

The maximum budget for market research is €14,000 (excluding VAT). The contractor will have to make provisions for covering all costs associated with the assignment. 

Remuneration is based on submission of final deliverables as mentioned in chapter 2.3.

3.4    Selection and assessment

The assessment of the quotations will start with an assessment of the administrative criteria, mentioned in chapter 3.2. These criteria are all Knock-out criteria. That means that if these criteria aren’t met in your quotation, this quotation will be put aside and the award criteria of this quotation will not be assessed.

The quotations that meet the administrative criteria will be assessed against the award criteria. The award criteria are assessed according to the following distribution of points.


Knock out (KO) / Max. Point

Administrative criteria

Quotation received within deadline


[At least two relevant reference assignment previously performed by the supplier that are comparable in content, time and money.]












[Within budget]


Award criteria

Technical criteria


XX out of 100

Sampling strategy

XX out of 100


Fieldwork design



Plan and budget



60 out of 100

[Only quotations with combined scores of at least 150 points for the technical award criteria (approach paper and CV) qualify for the financial evaluation.]

Interviews will be organised with the three suppliers with the highest scoring quotations on 27th July 2018. Purpose of the interview is to seek further clarification on the submitted quotations and learn more about the background and previous experiences of proposed consultants and their competencies. After the interviews the total points scored on the award criteria can be reassessed.


4    Disclaimers

Oxfam Novib may require the supplier to clarify its quotation and/or provide supporting documentation. However the supplier may not modify its quotation after the deadline for submission of quotations mentioned in chapter 3.2.1, third bullet.

Oxfam Novib reserves the right to stop the purchase procedure completely or partly, temporarily or permanently until the moment of contract signing. In these situations suppliers are not entitled to reimbursement of any costs or damages incurred in connection with this purchase procedure. 

Quotations should be valid for at least three months after the deadline for handing in quotations mentioned in chapter 3.2.1, third bullet.

Oxfam Novib cannot be charged in any way for costs related to preparation and submission of a quotation. This can also include interviews and/or providing further information about the quotation.

The risk of any costs and/or damages which may arise by not awarding this contract to a supplier lay solely with the supplier. Oxfam Novib can not be held responsible for any such costs or damages.

By submitting a quotation the Supplier agrees all the terms and conditions specified in this procedure and the provisions of the contract template. The quotation will not contain any reservation(s) to these terms and conditions. A quotation with one or more reservations can be excluded from the procedure.