Begin with the decision the NGO must make
Good baseline research is designed backwards from programme decisions. For an NGO operating in Morocco, that means defining intended participants, understanding local delivery structures, and choosing indicators that will still make sense at midline and endline. Comparing experiences in Casablanca and Marrakesh can strengthen the initial design because the two settings are not identical: a major industrial and finance metropolis, while Marrakesh represents a tourism- and services-oriented inland city.
Hold a short inception exercise before building the sample. Programme staff should explain what the intervention will deliver, when exposure begins, and which target groups could be affected first. The research team then turns vague ambitions into a limited set of testable questions. For instance, a health programme may need to distinguish awareness of a service from physical access and actual use. Keeping these constructs separate makes later comparisons more credible and ensures that resources are spent collecting evidence that can inform management.
Understand how research geography works in Morocco
Fieldwork should follow the administrative vocabulary used in Morocco: regions, provinces or prefectures, and communes. These structures help researchers identify the correct boundaries, local gatekeepers and likely sources of population lists, but they do not automatically supply a complete probability sampling frame. First establish which boundaries apply to the actual programme area, then verify maps and household or facility counts. Administrative labels should be used only after checking their exact local meaning and relationship to the study population.
Define the target population and sampling frame
The sample plan must say what the estimates will represent. An NGO might need one estimate across programme communities, separate estimates for women and men, or a comparison of exposed and unexposed participants. These are different sample-design problems. Selection should not be delegated to interviewer convenience. Build a frame, test its completeness, document clustering and calculate practical design effects. Where populations are mobile or records outdated, conduct listing or frame verification before drawing respondents.
Baseline research in Casablanca: designing the first city sample
In Casablanca, where the city functions as a major industrial and finance metropolis, a baseline might start with an inventory of programme catchments and service points. If the intervention concerns adolescent skills and digital inclusion, the field team should test measures of skills access, device and connectivity gaps, participation and employment expectations. Interviewer routes should deliberately cover selected neighbourhoods rather than concentrating around accessible offices and major roads. Compare the register of intended participants with people who actually use services; discrepancies may expose targeting or access problems. Whether the unit is a household, young person, facility or beneficiary must remain consistent through analysis.
Baseline research in Marrakesh: testing a contrasting city context
Marrakesh deserves an independent field plan because it is a tourism- and services-oriented inland city. Before importing the Casablanca questionnaire unchanged, conduct a short cognitive pilot and verify where the target population resides, travels and receives services. The sample allocation should reflect the stated comparison question, not an arbitrary equal split made for convenience. If the NGO needs a comparison between the two cities, agree the minimum precision and subgroup coverage needed. Findings should describe the observed difference without attributing it automatically to geography or programme performance.
Build indicators that can be measured again
Treat indicator definitions as the bridge between programme claims and survey evidence. For each proposed outcome, ask whether it can be observed, self-reported or verified from records. Avoid relying on a single question when the construct has several dimensions. If measuring household resilience, for instance, clarify the time horizon and components rather than applying a generic label. Pilot response categories and translation choices. The baseline data dictionary should allow an independent analyst to reproduce the reported indicators without guessing.
Choose appropriate survey and qualitative methods
Build a mixed-method design around the research questions. Structured interviews may estimate the prevalence of a condition in a defined population; in-depth discussions can uncover how respondents interpret the issue. Site observation can test whether reported services exist and are usable. A phone-only design may miss participants with limited ownership or connectivity, so consider whether targeted in-person coverage is essential. Before fieldwork, reconcile questionnaires, consent language, qualitative guides and indicator definitions so the evidence fits together.
Translate and pilot instruments for local respondents
Tools and consent scripts should be tested in Moroccan Arabic, Amazigh and French where relevant. A language that works for a formal meeting may not be the clearest language for a household interview, and bilingual respondents may switch vocabulary when describing sensitive experiences. Prepare a glossary for core constructs, reconcile translations with the source questionnaire and role-play difficult questions. Recruit interviewers for language competence and cultural familiarity, not only device skills. Translation changes need recorded approval so that future midline and endline rounds can preserve conceptual equivalence.
Design field operations around actual access conditions
Operationally, urban and rural dialect choices require careful testing. Plan interviewer assignments, transport, safe operating hours, supervision and escalation around this reality. An initial reconnaissance visit can check listing feasibility, accessibility, the actual duration of an interview and any mismatch between administrative maps and lived settlement boundaries. A rigorous pilot should include sample-selection rehearsal, consent practice, skip-logic tests and mock data submission. Budget for replacements that comply with the original selection procedure rather than allowing opportunistic substitution when a respondent is absent.
Protect consent, privacy and vulnerable participants
Respondents are more likely to give meaningful answers when they understand who is conducting the study and how information will be used. Consent should distinguish the research team from programme selection decisions and state the limits of confidentiality. Make a documented choice about collecting names, audio and GPS. Use access controls, secure transfer and deletion schedules. If the study covers minors or sensitive health topics, obtain appropriate specialist review and consent or assent procedures before recruitment.
Check quality while fieldwork is still active
The best way to improve data quality is to make failure visible early. Pilot every language version and test skip logic on actual devices. Compare early interview durations, survey routes, subgroup distributions and item nonresponse against expectations. If interviewers struggle with one translated concept, pause and correct the wording through formal version control. Independent back-checks and spot observations can verify authenticity, while clean decision logs show why any interview was excluded or repeated.
Analyse change without overstating causal claims
Before writing the narrative, reconcile sample outcomes, missing data and indicator calculations. Tables should distinguish raw counts, valid percentages and weighted estimates as appropriate. Discuss plausible contextual explanations without attributing causes that were not tested. A useful final discussion links each finding to an operational question, such as targeting, access, implementation capacity or future monitoring. Archive the questionnaire, codebook, cleaning syntax and sampling notes so the next round can reproduce the approach.
Turn baseline evidence into action in Morocco
For a hypothetical NGO programme focused on adolescent skills and digital inclusion, the useful deliverable is not simply a table showing skills access, device and connectivity gaps, participation and employment expectations. It is an explanation of which barriers can be addressed through the intervention and which reflect factors outside programme control. If participants know a service exists but rarely use it, explore cost, location, opening time, quality, trust and social norms. Recommend a response only when the evidence distinguishes among those explanations. The baseline should also register external shocks and programme exposure dates to protect later interpretation.
At the end of the exercise, the NGO should be able to say what the baseline means for Morocco, what it means specifically for Casablanca and Marrakesh, and what it does not mean. Set a schedule for repeating core indicators, preferably at comparable seasonal periods. Keep the sample frame, contact protocol, questionnaire versions, interview-date records and calculation syntax. Use a short management session to decide whether targeting, staffing, communication or referral practices should change. Record those decisions so the endline can examine both outcomes and the adaptation process.
What a useful baseline report should deliver
A strong Morocco baseline report should provide a clearly defined study population, an honest sampling account, accepted-interview totals, response outcomes, reproducible indicators and accessible recommendations. City comparisons should carry their own denominators and limitations. The report can be supported by a clean dataset, fieldwork memo, codebook and monitoring matrix, for internal analysis and subsequent measurement rounds. Any gaps in coverage should be visible so implementers can decide whether further listing or targeted qualitative inquiry is needed before expanding activities.
How Surveysphere Africa can support
Surveysphere Africa helps NGOs and development organisations design baseline studies, define indicators, plan samples, manage fieldwork, verify data quality and turn findings into actionable programme decisions. For work involving Casablanca, Marrakesh or wider coverage in Morocco, the research design should begin with the intended decision and the population it needs to represent, then adapt responsibly to the local context.
Related guidance
For the continent-wide view, read our guide to baseline, midline and endline studies.
Our services for research in Morocco
We run research across African markets. Start with these services for work in Morocco:
- Monitoring, evaluation and learning in Morocco: Baseline, midline, endline and programme evaluation.
- Social and development research in Morocco: Qualitative and quantitative studies for social and development programmes.
We also offer: Outsourced fieldwork, Market and consumer research, Public health research, Policy, economic and institutional research, Data analytics and insights visualisation.
