As a famous saying often quoted by foreign market research experts says: "RUBBISH IN, RUBBISH OUT!" (Garbage in, garbage out!) - We need real and reliable data in modern business society, surveys The importance is self-evident. How to do a survey? There are many methods, including street interception, home visits, appointment interviews, telephone interviews, and online surveys. The earliest method was direct face-to-face interviews, such as street interception, home visits, and appointment interviews. With the rapid changes in technology and due to epidemics such as SarS and H1N1, telephone interviews and online surveys have replaced face-to-face interviews and become the most mainstream non-contact methods. Therefore, the survey strategies provided here are only for telephone interviews and online surveys. We know that among the many factors that determine the quality of the entire market research report, the quality of access data is undoubtedly the most important. As a famous saying often quoted by foreign market research experts says: "RUBBISH IN, RUBBISH OUT!" (Garbage in, garbage out!) The meaning is that if the first-hand information collected by the interviewer is full of fallacies, then no matter what your sampling No matter how scientific the technology is, how accurate the data processing is, and how sophisticated the analysis level is, the final conclusion will still be worthless. The interviewer has the most direct contact with the interviewee, conveying the interviewee’s language, expressions, and opinions to the supervisor and researchers. This is the most original data and determines the quality of the results. Therefore, well-known market research companies at home and abroad place the management of interview execution as the first priority in their entire survey work. During the interview execution process, it is necessary to go through questionnaire design, sample database establishment and sampling, interviewer training, interviewer assignment, questionnaire quotas, telephone interviews, network visits, interview data and recording monitoring, and statistical results. The process is long, and using traditional management methods, the project manager is responsible for questionnaire design and research analysis, the supervisor is responsible for training the interviewers and supervising the interviews, and the interviewers are responsible for interviewing the interviewees. To control the final result by controlling the process, you need to strictly manage every link to prevent uncontrollable factors.

Effective countermeasures to ensure the quality of survey data The following lists common problems in survey interviews and proposes countermeasures. Here the benevolent sees benevolence and the wise see wisdom. Welcome to write to mr@dapchina.cn for discussion. Survey Interview Frequently Asked Questions Frequently Asked Questions describe DEPRAG Consulting's countermeasures. The survey is based on the consumer positioning of products randomly selected from samples of existing platform interviewers. The survey is biased towards a certain group of people and produces better results. The built-in sample library uses the precise sampling function to extract qualified samples from multiple dimensions, relax quotas, and relax quota sample requirements to obtain almost qualified respondents. Use the precise quota function to set quota conditions and quantities through multiple dimensions. When accessing, the system automatically determines the completion of the quota. The interview logic is confusing. For surveys with relatively complex logic, it will be difficult for interviewers to be competent if they have not undergone strict training. The system automates the logic and the interviewer only needs to access the questions presented on the interface. Uncooperativeness of the respondent Due to the uncooperation of the respondent, the interviewer may falsify part of the questionnaire. During a telephone interview, if the respondent does not cooperate, the respondent can be invited to participate in the online survey, and an invitation email can be sent to the interviewer to fill in the questionnaire himself instead of doing the interview. The data that the interviewer has accessed has a recording of the corresponding phone number. A collective false answer sheet, for example, allows employees of a certain company to collectively answer a question sheet with a bias. The data that the interviewer has visited has a recording of the corresponding phone number and response time. If you investigate through the Internet, you can see the same IP address and the response time. Large sample size and simultaneous projects in multiple locations are difficult to manage. Large sample sizes and multiple locations projects are difficult to gather supervisors and interviewers in a short time. They are generally outsourced to execution companies, which makes it difficult to control quality. Create questionnaires through the platform, import samples, and assign them to After the interviewer, multiple execution companies perform interviews simultaneously through the platform. Access data and recordings can be monitored in real time. The management personnel are not professional enough and the questionnaire design is hasty, or the questionnaire is lengthy. The system has built-in questionnaire templates for common surveys. The lack of quality control technology in the management system is also the simplest and primitive supervision and review, and does not pay attention to the improvement and innovation of the system. Some survey companies only pursue short-term interests, do not consider the quality of the survey at all, and only provide superficial survey results to clients. Interview experts use B/S architecture to manage multiple survey projects through the Internet, including questionnaire design, sample database establishment and sampling, interviewer assignment, questionnaire quotas, telephone interviews, network visits, interview data and recording monitoring, and statistical results. Internal management is chaotic and lacks standards. The company's multiple projects have different standards, making it difficult to manage the development of multiple projects. Use Access Experts to manage all project staff, assign real-time staff, and control progress and quality. Faced with low-price competition on the client side, during the execution of the project, in order to save costs, the investigation company reduced the expenditure on each link of the investigation. The supervision and review work of quality control was even cut out, and only the results of the investigation were provided to the client. In this way It is difficult to ensure the credibility of the survey quality. 1. Save labor costs through the platform; 2. Gain customer trust and gain additional premiums through the platform’s real-time customer monitoring function. I think what customers want is high-quality data. If the price is too low, it will be counterproductive. Monitoring items are generally submitted on the next day to access the previous day. Customers have distrust in the project operation process. Customers can check the access statistics results at any time and view each access data and recording.

We believe that in order to eliminate false investigation results, we need to implement real-time monitoring of the investigation process. Here, we propose the concept of a platform that can be monitored by three parties. Three parties can monitor: It means that the investigation execution company, project clients, and respondents can all monitor through the Internet. The investigation execution company monitors the progress of each execution department, the clients can monitor the progress of their projects, and the respondents can monitor the interview data and recordings. Whether it has been artificially tampered with. The purpose of three-party monitoring is to resolutely put an end to any cheating behavior and make investigation and execution projects controllable in real time, which not only improves execution quality but also improves execution efficiency. Enterprises should not pay too much attention to the price of the survey rather than the quality. The above are some ideas of DEPRAG Consulting on improving customer trust. In addition, I would like to say a few words about the inevitable and most sensitive price issue. Even in the face of an economic crisis, the role of investigations at a company's strategic and operational levels cannot be ignored. High-quality survey data can help companies get out of trouble as early as possible and be targeted. To ensure the quality of survey data, it is better to reduce the number of samples than to be too keen on reducing the unit price of survey samples. Although there are many survey execution companies that claim to be able to provide low prices, do you really believe in the quality of their data? Even if you use DEPRAG access expert software to execute the project, it is difficult to achieve the execution unit price of a few yuan. High-quality survey data can ensure the quality of the final data by making every process easy to manage and monitor in real time. In short, the quality of market research needs to be guaranteed by all links, and requires the full cooperation, mutual supervision, and mutual restraint of all departments. At present, China's market research industry is facing not only the good development opportunities brought by the market economy, but also the endless confusion and challenges brought by reality. Practitioners, experts and scholars who are concerned about the development of the market research industry are actively exploring ways out for the development of the market research industry. We hope that China's market research industry will strengthen self-discipline, strictly implement industry standards, continuously improve its level of specialization and standardization, and develop rapidly in a healthy direction. Welcome to discuss your views and opinions with the author of globrand (Global Brand Network), Zhou Hong: expert in survey data collection and founder of Depai Consulting. Welcome to communicate.

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