Marketing Research - Chapter 11: Fieldwork Administration Notes

Planning and Organizing Fieldwork

• Careful planning of fieldwork and management of fieldworkers is crucial for the success of the marketing research process.
• The extent of fieldwork procedures depends on the research problem and sample size.
• The objective is to gather scientific data using available resources.
• Effective fieldwork requires a comprehensive program covering:
  • Operators’ sub-districts
  • Number of questionnaires per sub-district
  • Division of questionnaires per fieldworker
  • Daily quota
  • Stratification (e.g., rural/urban)
  • Places of residence
  • Contact phone numbers
• Planning is influenced by the research subject, questionnaire, sample design, and fieldworkers.

Questionnaire and Subject Considerations

• Key questions to consider:
  • How long does the questionnaire take to complete?
  • Are there time-of-day limitations for fieldwork?
  • Is the subject sensitive or likely to cause suspicion?
  • How easy is it for fieldworkers to understand the questionnaire?
  • What is the maximum number of interviews per fieldworker?
  • How can training be optimized to prevent interview saturation?

Sample Design Considerations

• Planning must determine:
  • Number of fieldworkers needed.
  • Recruitment sources.
  • Optimal routes and transportation.
• Greater distance between sample units increases costs, time, and capacity needs.
• Researchers and statisticians must consider practical aspects; small design adjustments can save time and money without compromising rigor.

Fieldworker Considerations

• Important questions to address:
  • What are the requirements for fieldworkers, and how easy are they to recruit?
  • What is an acceptable and affordable remuneration rate?
  • How, where, and when will recruitment, selection, and training occur?
  • How will fieldworkers be transported?
  • Who will supervise and control fieldworkers?
  • Will overnight stays be required, and what are the cost implications?

Preparing for Fieldwork

• Administrative requirements include:
  • Sufficient questionnaires and manuals.
  • Printing enough questionnaires for the sample size, control, and training.
  • Packing questionnaires in daily-needed quantities.
  • Including identification information on package covers.
  • Obtaining detailed maps of research areas from local authorities and marking visiting points.
  • Ensuring sufficient stationery.
  • Preparing official documents to acknowledge research to local authorities.
  • Compiling an introductory file for fieldworkers.
  • Maintaining individual files for fieldworkers for questionnaire administration and remuneration records.

Selecting, Training, and Controlling Interviewers

• Fieldworkers significantly impact the quality of responses.
• Interviewing involves continuous interaction between fieldworkers and respondents.
• The interaction is influenced by the background, attitudes, perception, and behavior of both parties.
• Recruitment, selection, and training are critical.

Recruitment and Selection of Fieldworkers

• Implement a recruitment process tailored to each survey's needs.
• Clearly define requirements and qualifications beforehand.
• Selection standards depend on the research subject, questionnaire, respondent type, and survey scope.
• A fieldworker's job includes:
  • Clerical tasks (accurate questionnaire completion).
  • Public liaison (communication, persuasion, and language skills).
  • Awareness of the work environment (adapting to various socio-economic groups).

Requirements/Characteristics for Fieldworkers

• Task requirements define personal requirements.
• Guidelines for requirements/characteristics:
  • Communication: good sender and receiver, attuned to verbal/non-verbal cues, self-control.
  • Interpersonal relations: gets along with people, accepted by others.
  • Language proficiency: verbal expression, reading comprehension, preferably bilingual.
  • Responsibility: acts responsibly, reliable.
  • Adaptability: adapts to situations and people.
  • Sensitivity: aware and knows how to behave in specific situations.
  • Emotional control: remains calm, instills confidence.
  • Acceptability: makes a positive first impression.

Training of Fieldworkers

• Effective training is essential for achieving the desired research results.
• Fieldworkers must understand expectations and receive necessary guidance.
• Well-trained fieldworkers who understand the research objectives and procedures deliver the best results.
• A comprehensive training program includes:
  • Providing a training manual.
  • Attending training classes.
  • Receiving on-the-job training.
• Full execution of all stages may not always be possible due to time and cost constraints.

Training Manual Contents

• A training manual provides written instructions, including:
  • General background of the sample survey (research objectives, question types, and sampling method).
  • How to prepare for the interview.
  • The required action, approach, and appearance of the fieldworker.
  • How to ask questions to ensure reliable and valid results.
  • Probing methods to prevent incomplete answers.
  • How to record answers.
  • How to conclude the interview.
  • The importance of honesty.

Evaluation and Control of Interviewers

• The purpose of control is to ensure fieldworkers perform their tasks correctly to achieve desired research results.
• Considerations:
  • Evaluation should ideally occur in the field.
  • Supervisors can accompany fieldworkers on initial visits.
  • Questionnaires should be regularly submitted to supervisors if personal supervision is not feasible.
  • A fixed daily routine based on the fieldwork program ensures clarity of expectations.
  • Questionnaires must be thoroughly checked.
  • Feedback is crucial to prevent repeated mistakes.
  • Meetings are essential for feedback, coordination, and addressing daily operations.

Using a Third Party for Fieldwork

• Researchers can outsource fieldwork to an external company.
• The external company manages the fieldwork process and administration.
• The researcher's intentions are communicated during briefing sessions.
• Briefing should include information on market background and reasons for research.

Agreeing on Procedures with Third Party

• Determine the interview format.
• Ensure the third party uses fieldworkers capable and experienced for the interview type.
• Agree on administrative procedures in writing before fieldwork, including:
  • Checking the first day's work.
  • Supervision methods.
  • Timing of quality checks.
  • Types and percentage of checks to be used.
  • Number of interviews to be completed per day.
• Develop a written brief for interviewers.

Survey Errors

• Data reliability contributes to the scientific validity of research.
• Researchers must be aware of survey errors and their distortions.
• Two basic types of errors: sampling and non-sampling errors.
• Errors by fieldworkers are non-sampling errors, resulting from:
  • Lack of insight and logic.
  • Arithmetical miscalculations.
  • Misinterpretation of results and statistics.
  • Incorrect tabulation, coding, and reporting.
• Non-sampling errors are the most significant and the primary cause of total sample survey errors.
• Understanding the origins of non-sampling errors increases the probability of reducing them.

Typical Errors Made by Interviewers and Respondents

• Respondent selection errors: selecting respondents not specified in the research design.
• Questioning errors: not using the correct wording from the questionnaire.
• Recording errors: incorrectly recording or interpreting answers.
• Cheating errors: fabricating answers.
• Inability to answer errors: respondent cannot answer the question.
• Unwillingness errors: respondent is unwilling to answer or gives a misleading answer.

Web-Based Data Collection

• Advances in technology have improved data-collection methods.
• Email invitations can direct respondents to a website to complete the survey.
• Respondents click on responses, and data-collection software assembles a database for analysis.

Summary

• During fieldwork planning, the researcher must:
  • Ensure scientific data gathering.
  • Secure sufficient funding.
  • Create a detailed time schedule.
  • Use well-trained staff.
• Selection, training, and control of fieldworkers are crucial.
• Fieldworkers must understand expectations and receive guidance.
• Information about potential problems and solutions must be provided.
• The researcher must be aware of and able to solve potential and actual problems during fieldwork.