Market Research Quality Control
Quality habits are ingrained in all individuals starting with their initial orientation;
it is reiterated via regular refresher training sessions throughout their association
with Evalueserve and forms an integral part of their performance evaluation. The
Evalueserve market research team has well-defined guidelines for quality assurance
on all projects. Some of the measures in place are as follows:
- Voice (Interviewing)
- Trainings on ‘Voice and Accent Neutralization’ and ‘Survey Techniques’
- Live Monitoring of Calls
- Random Respondent Call-backs
- Quality-focussed Reward and Recognition System
- Survey Programming
- Logic Checks: Branching/Validation, Piping, Looping, Randomization, etc.
- Data Checks: Incorrect data stored at the back-end, markers not set correctly, junk/extra
data collected, value labels as per specification, etc.
- Content Checks: Spelling, Grammar, Sentence Structure, Survey Instructions (for
respondent), Missing Questions/Options, Question Flow and Structure, etc.
- Layout Checks: Visual Appeal of the Survey, Placement of Multimedia Content, Positioning
of Questions, Positioning of Grids and Text Boxes, etc.
- Data Quality: Three Levels of Quality Control
- Self Check
- Peer Review
- Superior Review
|