Objectives
- Design question structure and response design; notably creating the right type of response capture to enable robust statistical analysis.
- Advise on appropriate sample size to ensure statistical significance of results.
- Construction of the questionnaire and scripting followed by delivery via telephone.
- Implementation of the results analysis using appropriate statistical modelling software and subsequent presentation back to the client.
Challenge
To ensure that every interview falls within given demographic and audience qualifying criteria.
To deliver study results on time in the specific data return format.
Ensuring the highest level of product knowledge.
Solution
A variety of mechanisms are used to ensure the challenge is met, including:
-Ensuring the team is fully briefed on field work.
-Agreeing to and adhering with predetermined criteria for a qualified interview.
-Setting up the data, using geographic and demographic information for target monitoring
-A robust quality control procedure ensuring contact demographics and gathered data is accurate.
-Agreeing and adhering to delivery schedules, pre-setting agreed data formats before field work launch.
-Extensive initial and ongoing training.
-A dedicated team to the project
-Ongoing product knowledge assessment. Independent of operations Ant Marketing every month makes an assessment of each operative and dependent upon the results provides additional training (This is undertaken by Ant Marketing’s Training Division).
