1. M A R K E T I N
G
R E S E A R C H
“ T h e B e s t L a b o r a t o r y i n t h e
W o r l d o f M a r k e t i n g i s ‘ F i e l d ’ . . ”
- K o s h y A b r a h a m
P r o f e s s o r ( M a r k e t i n g ) , I I M - A
2. Fieldwork / Data Collection Process
Selection of
Fieldworkers
Training of
Fieldworkers
Supervision
of
Fieldworkers
Validation of
Fieldwork
Evaluation of
Fieldworkers
3. Selection of Fieldworkers
Develop Job
Specification for the
Project, based on
mode of data
collection
Decide What
Characteristics
fieldworkers should
have
Recruit Appropriate
Individuals
4. Training of Fieldworkers
Making the Initial Contact
Asking the Questions
Probing
Recording the Answers
Terminating the Interview
6. Validation of Fieldwork
Validation of fieldwork means verifying that the fieldworkers are
submitting authentic interviews/data.
To validate the study, the supervisors call 10 to 25 % of the
respondents to inquire whether the fieldworkers actually conducted
the interview/surveys.
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.