Field data collection The most important function in market research In India Most field work still conducted through a face to face (F2F) approach and not likely to change very fast A very high degree of management and control required as : • Respondents difficult to find, particularly in cities
• Incentives still not universal or low
• Industry employment at ground level features only freelancers • Low payment rates in the country also encourage malpractices
• Research price index very low in India Many agencies in India outsource field work to others as they may not be present across India
Project Handling
Operational Quality Control
Pre fieldwork • Training
• Manuals
• Accompaniments
During fieldwork • Back check
• Scrutiny
• Initial questionnaire feedback
Post fieldwork • Interviewer wise analysis
• Data consistency
• Internal and External data validation
