Quality - Our Commitment
Quality Control System (Cont’d)
Spark believes that a quality market research report can be generated only through collection of reliable data by its field force. This belief has induced Spark to take stringent quality control measures for ensuring the reliability and accuracy of data. The steps taken in this regard are new recruits willing to work on a part / full time basis as a Field Interviewer must go through a few tests before induction into Spark. The newcomers are then thoroughly oriented with Market Research Interview Technique, Do’s, and Don’ts of field work by the Authority. It is only after such rigorous screening procedure that someone is allowed to take part in a particular project brief.
➢In a briefing session, stimulated interview (mock-calls) is conducted by both the old and new Field Interviewers which is supervised by the Field Supervisors, Field Controllers, and the Operations Executives / the Project in-charges to ensure uniformity of interview and data collection techniques.
➢ Maximum of four to five interviewers are supervised by one Field Supervisor to ensure quality of supervision.
➢ On the day of data collection, the Field Supervisors accompany each Field Interviewer for a few interviews depending on the type of study.
Quality Control System
➢ To maintain good quality fieldwork, we take different measures Accompaniment Spot checks Back checks
➢ During field work, we do 15% to 20% accompaniment/spot checks
➢ If any anomaly found at the time of accompaniment, it is corrected, and the interviewer is debriefed after completion of that interview. Any discrepancy found during the time of spot checks / back checks are corrected and all interviews of that field investigator are back checked.
➢ Moreover, we encourage our clients to visit Fieldwork. Client’s feedback also helps us to improve quality.
➢ Back checks are done in 3 ways Physical Back checks Over the phone and Audio checks
➢ 30-35% of the filled-in questionnaires are back-checked by the Field Supervisors
➢ The Field Supervisors scrutinize 100% of the questionnaires for logic and completeness. The Field Controllers scrutinize at least 30-40% of the forms. The Project In-charge carries out random scrutiny to ensure flaw-free questionnaire.
➢ Field Controllers randomly check back (Back-Check) 5% of the forms already checked by the FS and another 5% of the unchecked forms.
➢ Analysis departments regularly check data entry operators work by randomly picking and checking entries and comparing them with hard copies of questionnaires.