This document discusses the fieldwork process for marketing research. It outlines the key steps as selecting and training fieldworkers, supervising their work, validating data collection through respondent checks, and evaluating fieldworker performance based on cost, timeliness, response rates, and data quality. Fieldworkers are recruited according to the project needs and trained on interview skills like asking questions, probing, and note taking. Their work is supervised through quality control checks and sampling validation to prevent cheating.

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

5. Supervision of Fieldworkers
Quality
Control
& Editing
Sampling
Control
Control of
Cheating
Central
Office
Control

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.

7. Evaluation of Fieldworkers
Cost & Time
Response Rates
Quality of Surveying
Quality of Data

8. Presented & Submitted By,
Kashyap Shah
Sneha Jadhav
Akash Dhar
Shubhangi Bahl
Parikshit Singh
Abhishek Rawal