Quality Check of Market Research Field Data

The objective of most primary research studies is to enable decision making, which in turn is entirely dependent on data collected on field. Post defining a right approach for data collection, next comes quality check of data before finally putting it to analysis. It is extremely important to have a basic understanding of the respondents surveyed before performing quality check on the data.  

Channelplay’s market research vertical practices the following measures of quality check:

1. Missing Information: Missing information is where there is incomplete entry in a required/mandatory field. This can either be due to respondent not providing response to a particular question or the surveyor missing to ask the question (error of omission). The same can be identified by realizing the importance of information being asked. For example, information on annual household income is something which the respondent might not divulge while information on monthly spend on a particular category is something which can be easily disclosed and hence becomes the directive of the surveyor to extract the same. Channelplay’s market research team connects with the respondents again on missing information areas.

2. Logical Data Errors: These errors are further bifurcated into 2 types:
   1. Outlier Data Entry: Outlier data points are those where there is significant difference in responses of similar type of respondents surveyed. However, the quality check team has to maintain caution in analyzing these responses where there is heterogeneity among the profiles & behavior of respondents surveyed. 

b. Linked set of questions/responses: There are certain linked set of questions where responses should be supporting each other. 

Channelplay’s market research team takes immense caution in analyzing the responses gathered from the field. We tackle these errors by connecting with the respondents & verifying the information. The surveys which do not pass the prescribed quality checks are re-conducted.