Marketing research methodology is important. How your market research is conducted is crucial. Because we try to improve research, we all continue to look for more cost-effective ways to conduct projectable research, there is simply no acceptable substitute for the traditional telephone survey method.

1.GENERAL BRIEFING

• No Interviewer is to go to the field without undergoing adequate training in the general rules and regulation of Market Research which includes:

1. Introduction to Market Research
2. Importance and Significance of their Work
3. Implications and Results of a wrong field work
4. Explanation of commonly used terms during field work.
5. Right Hand Rule
6. Socio Economic Grid
7. Kish grid

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2.FIELD BRIEFING FOR A PROJECT

•Field Manager/Field Executive will conduct field briefing for a project.

• Briefing is done with entire final field materials i.e., translate Questionnaire, Show Cards, Field Brief Note and other materials like concept cards, photo cards and products. The necessary details of a field briefing which will be maintained in the project file are

1. Briefing Conducted by
2. Duration of the Briefing
3. Interviews/Supervisors who attended the briefing
4. Dropouts if any

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3.FIELD TRAINING ACCOMPANIMENT AND PILOT

• Our Field Training is at 2 levels

1. Mock Level
2. Accompaniment Level

• Pilot Interviews are conducted prior to the launch of the study to understand the difficulties or problems in the questionnaire and to know the productivity etc.

• All Mock call and piloted questioners will be maintained in the project file.

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4.BACKCHECKS

• Backchecks are conducted on the work done by interviewers.
• Backchecks are done across the interviewers and across the duration of the field work.
• Field Head/Field Executive will do Backchecks of the Interviewers work as well as Supervisors Backchecks.
• BackChecks details will be maintained in the project file.

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5. SCRUTINY

• Supervisors will do the Scrutiny and he will be provided with a check list of crosschecks to be done while Scrutiny.
• Scrutiny will also be done further Contact Sheet and Right Hand Rule Map
• One set of all field materials used for the field work will be available with the person at the time of Scrutiny.
• Field Manager/Field Executive will do random Scrutiny.
• Scrutiny Details will be maintained in the project files

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