Quantitative Quality Control Procedures
Based on a deep understanding of issues faced conducting Market Research in China UniqueView will employ different types of quality control methods through the entire process of the project to ensure the best quality of data can be obtained. Below are some of the standard procedures we implement to ensure the greatest chance of accurate quality data.
Briefing
- Central briefing will be given to the senior operation team member in each city to ensure the same message is delivered to everyone
- In each city, the senior operation team member will conduct briefing sessions to local fieldwork team with the UniqueView fieldwork team attending remotely (via conference call)
- In each city, all field supervisors and interviewers are required to attend fieldwork briefing sessions to fully familiarize themselves with the project
Pilot Interviews
The following process will be adopted to ensure all the interviewers are capable of conducting the interviews:
- Interviewer briefings, pilot interviews and debriefing will be conducted before the actual interviews
- Each interviewer needs to conduct at least two pilot interviews to ensure the interview quality is good and also to check the flow, logic, language and instructions are accurate, and understandable to respondents
- Our supervisor will check every interviewer’s asking skills to ensure they are qualified before sending in-field
- An IPAD or a GPS equipped smartphone to do regular location checks on our interviewers
Location Control
UniqueView will implement the following procedure to ensure the interviews are conducted at the location we assigned:
- All the interviews will be recorded and randomly called back to check the residential area/building
- Pictures will be taken for each location with ongoing interviews
- UniqueView will also use an IPAD or a GPS equipped smartphone to do regular location checks on our interviewers
Actual Interviews
The following processes will be adopted to ensure interview quality:
- All the interviews will be recorded and timing for each interviews will be checked
- Our supervisors will visit all the locations for a day without prior warning to check the fielding quality
- Every interviewer’s interviews will be randomly listened at the end of each fielding day to ensure the quality of interviewing. Dis-qualified interviews will be discarded and the interviewers will be re-trained until fully qualified
Back Check
- Overall quota check in order to meet project requirements
- 100% of completed questionnaires will be checked twice, once by the QC staff and once by a supervisor, other than the interviewers
- 20% of interviews will be called back for a quality check
- Among the call-backs, if 10% of call backs in one city do not qualify, then all the interviews in that particular city will be called back to check their quality
Data Input
- All the completed questionnaires will be couriered to our Shanghai office for central data entry
- Questionnaire quality will be checked before data input by DC staff, checking points including length of the survey, logics, missing answers
- All the completed questionnaires will be entered twice by two different staff to avoid any mistaken typing