Chapter # 13

Fieldwork
Marketing Research: An Applied Orientation

Presented By :
Hassan M Younas
Hafiza NEHA Sajid
Raheem Nazir
Ahmad Azmat
Amna AMIR
Chapter Outline
◦ Overview of Fieldwork and Fieldworkers
◦ Fieldwork / Data Collection Process
◦ Selection of Fieldworkers
◦ Training of Fieldworkers
◦ Supervision of Fieldworkers
◦ Validation of Fieldwork
◦ Evaluation of Fieldworkers
◦ International Marketing Research
◦ Ethics in Marketing Research
◦ SPSS Windows
Fieldwork
• Collection of Primary Data from External Sources
• Data Collection of Fieldwork is followed by Processing, Analyzing
and Reporting of Data
• Fieldwork includes both Qualitative and Quantitative Dimensions
• What is included in Fieldwork ?
o General Observation for Research purposes
o Personal Interviews on Public or Private places
o Administrating Questionnaires (Either Publicly or Privately)
o Interviews conducted over Telephone (CATI – Computer Assisted
Telephone Interviewing)
o Online Marketing Researches (Either By Online Surveys or Collecting Data
using different Web Forms)
Fieldworkers

◦ Each and every person who is directly or indirectly related in Data

Collection for Market Research purpose are considered as
Fieldworkers
◦ Person Conducting Interviews, Person taking over telephone,
person administrating questionnaires publicly, there supervisors
and all others related to Data Collection process are all
Fieldworkers
◦ For Fieldwork Organizations either use there own Market Research
Fieldwork teams or uses services of other Dedicated Fieldwork
Companies (Market Research Agencies) for Fieldwork of there
Researches
Fieldwork / Data Collection
Process
Selecting Fieldworkers

Training Fieldworkers

Supervising Fieldworkers

Validating Fieldwork

Evaluating Fieldworkers
Selection of Fieldworkers
◦ Selection of Fieldworkers are made on certain Criteria by Researchers :
1. Healthy (Fieldworkers must have the stamina required to do the job)

2. Outgoing (Interviewers should be able to establish rapport, friendly Behavior

with the respondents)

3. Communicative (Fieldworker should have Effective speaking and listening skills)

4. Pleasant Appearance (If the field worker's physical appearance is unpleasant or

unusual, the data collected may be biased)

5. Educated (Interviewers must have proper knowledge of Research and Ethics)

6. Experienced (People having previous experience in research field are more

appropriate for Fieldwork)
Training of Fieldworkers
◦ Making the Initial Contact :
Interviewers should be trained to make opening remarks that will convince
potential respondents that their participation is important

◦ Asking the Questions

1. Be thoroughly familiar with the questionnaire/Interview Guide

2. Ask the questions in the order as they appear in the Interview Guide

3. Use the exact wording given in the Interview Guide

4. Read each question slowly

5. Repeat questions that are not understood by Responders

6. Ask every Applicable Question

Training of Fieldworkers

Probing (Inquiring):
Commonly used probing techniques:

◦ Repeating the question

◦ Repeating the respondent's reply

◦ Using a pause or silent probe

◦ Boosting or reassuring the respondent

◦ Eliciting clarification

◦ Using objective/neutral questions or comments

Training of Fieldworkers

◦ Recording the Answers :

Guidelines for recording answers to unstructured questions:

1. Record responses during the interview

2. Use the respondent's own words

3. Do not summarize or paraphrase the respondent's answers

4. Include everything that pertains to the question objectives

5. Include all probes and comments

6. Repeat the response as it is written down

◦ Terminating the Interview :

The respondent should be left with a positive feeling about the interview
Supervision of Fieldwork

◦ Supervision of Fieldworkers means making sure that they are

following the procedures and techniques in which they were

trained

◦ Supervisor is also considered as a Fieldworker

◦ Supervision involves quality control and editing, sampling control,

control of cheating, and central office control

Supervision of Fieldwork
◦ Quality Control and Editing :
- Checking if the field procedures are being properly implemented
◦ Sampling Control :
- Supervisor attempts to ensure that the interviewers are strictly following the
sampling plan

◦ Control of Cheating :
- Cheating can be minimized through proper training, supervision, and
validation.

◦ Central Office Control :

- Supervisors provide quality and cost-control information to the central
office.
Supervision Guidelines : The Council of
American Survey Research Organization
All research projects should be properly supervised. It is the data collection agency’s
responsibility to :

1. Properly supervise interviews

2. Check that an agreed-upon proportion of interviewers’ telephone calls are monitored

3. Be available to report on the status of the project daily to the project director, unless otherwise instructed

4. Keep all studies, materials, and findings confidential

5. Notify concerned parties if the anticipated schedule is not met

6. Attend all interviewer briefings

7. Keep current & accurate records of the interviewing progress

8. Make sure all interviewers have all materials in time

9. Edit each questionnaire

10. Not falsify any work

Validation of Fieldwork
Validation of fieldwork means verifying that the field workers
are submitting authentic interviews

To Validate the Fieldwork :

◦ The supervisors call 10 - 25% of the respondents to inquire whether the
field workers actually conducted the interviews
◦ The supervisors ask about the length and quality of the interview,
reaction to the interviewer, and basic demographic data

◦ The demographic information is cross-checked against the

information reported by the interviewers on the questionnaires
Evaluation of Fieldwork
Cost and Time :
The interviewers can be compared in terms of the total cost (salary and
expenses) per completed interview
Response Rates :
It is important to monitor response rates on a timely basis so that corrective
action can be taken if these rates are too low

Quality of Interviewing :
To evaluate interviewers on the quality of interviewing, the supervisor must
directly observe the interviewing process

Quality of Data :
The completed questionnaires of each interviewer should be evaluated for the
quality of data
INTERNATIONAL MARKETING
RESEARCH
 International marketing research :
A systematic design, collection, recording analysis,
interpretation and reporting of information relevant to marketing
decision fancying a company operating internationally

 Importance of International marketing research :

◦ International marketing is needed to constantly monitor the different
forces affecting the marketing operations

◦ It is necessary for the development of a plan

SKILLED FIELDWORKERS

◦ Selection, training, supervision and evaluation of

fieldworkers is important

◦ Fieldworkers have to take language and culture in

consideration while designing their questionnaires

◦ Training and supervision is necessary

INTERNATIONAL MARKETING
RESEARCH PROCESS
◦ Problem identification

◦ Develop a research brief

◦ Design data collection forms

◦ Identifying source of information

◦ Sample selection

◦ Collecting and analyzing data

◦ Writing research report

ETHICS IN MARKETING
RESEARCH
◦ Rights of the respondents

◦ Honesty and transparency

◦ Respondent’s privacy

◦ Data confidentiality

◦ Integrity of data

◦ Careful documentation