MarketUp Consulting Group has all the necessary technology and resources to fulfill projects of any complexity.
On your project will work:
- The team of qualified interviewers (over 300 in Moscow)
- 12 specialists on in-depth interview with high-status respondents
- 8 coders of audio and video records of in-depth interviews and focus-groups
- 3 specialists in quantitative data analysis
- Supervisors in all regions of Russia and other CIS and Baltic countries.
- The best experts that specialize on your market
- Modern technical means for processing and replication of information
We pay great attention to the quality of marketing information at all stages of work.
Questionnaire development
1. Standard questions and scales that are used in our questionnaire are developed in conjunction with the best sociologist that ensures high quality tools.
2. If necessary, we conduct pre-test of questionnaire using a series of in-depth interviews with representatives of target groups in order to: avoid ambiguities, to take into account the specifics of the verbal communication of the target group, to avoid difficulties for the respondents while answering all the questions
3. We actively use «verification» questions measuring the same variable in different ways
4. We are piloting questionnaires (for samples up to 300 people)
Gathering information
1. We carefully select interviewers. Our interviewers are primarily women 25-45 years old with higher education, high communication skills, pleasant appearance. This helps to minimize non-participation in the study at the stage of first contact with the respondent.
2. We are conducting a three-tiered training for interviewers before each project.
- Group instruction
- Personal training before piloting
- Personal training after piloting
3. Each interviewer makes no more than 30 questionnaires.
4. We set the minimum quality control at the level of 30% of all questionnaires. For projects with a high level of complexity we control 100% of questionnaires. We usually use telephone survey to control quality of questionnaire fulfillment. Control is conducted on the following parameters:
- compliance with the method of selection of respondents;
- quality of the survey, including:
- checking of the date and time of the survey
- checking of socio-demographic characteristics of respondents
- verification of the method of the survey conducting
- checking of the duration of the survey
- checking of use of the survey cards and other visual materials
- respondent’s comments on the work of the interviewer
5. Taking into account high level of complexity of most of our studies, we make 20-30% more interviews in case of a possible rejection of questionnaires on the stage of data entering and verification. All questionnaires, causing minimal doubt, are excluded from the final array.
Information analysis
- After data entering the array is carefully checked for input errors, «extreme» values of attributes are discarded.
- We actively use statistical methods of control, checking the array for reliability and internal consistency of responses.
- We are conducting a computer analysis of work of the various interviewers. We analyze regularities and features of the responses of respondents. And if there are divergences from the mean values, we check all of the questionnaires of the interviewer. Rejected questionnaires are remade by another interviewer.
We use only modern techniques of data analysis
We carry out data entering and processing using the software package SPSS. Data files are available in SPSS, Excel and other formats on request of the Customer. The results can be presented in the form of tables of statistical distributions, graphs, diagrams, flowcharts, etc.
