welcome to the field force training session field force is a trading name of ozinfo pty ltd

Welcome to the Welcome to the Field ForceField Force training sessiontraining session

Field Force is a trading name of OZInfo Pty Ltd


To advance each slide To advance each slide lsquoclickrsquo the mouse or use lsquoclickrsquo the mouse or use up-down arrowsup-down arrows


based on thehellipbased on thehellip

Fieldwork HandbookFieldwork HandbookAustralian Market amp Social Australian Market amp Social Research Society (AMSRS)Research Society (AMSRS)

official guide to survey fieldworkofficial guide to survey fieldworkThird edition November 2001 copy 2001Third edition November 2001 copy 2001additional information to the AMSRS handbook identified in RED HEADINGS June 2011


Market research is defined as the systematic and objective approach to the development ofinformation for the marketing management decision-making process (Kinnear et al 1994)In practice the term market research also includes social andor political opinion pollingwhich is also concerned with obtaining information to allow policy makers to establishpriorities and allocate resources


What is market research

The main functions of research

are to describe analyse predict monitor or track

Interviewer fieldwork is needed for observational studies qualitative and quantitative techniques


Qual versus QuantQual versus QuantQualitative research involves one-on one

and focus group discussions and is notbased on representative samples It gives researchers a general sense ofthe important issues to be explored

Quantitative research allows

researchers to draw conclusions aboutthe views and habits of the wholeAustralian population


Minimising non-sampling Minimising non-sampling errorserrors

Interviewing errors can include

bull interviewer bias - when you make your opinions known to the respondent

bull not following interview instructions

bull not following question order

bull clerical mistakes - eg entering the wrong response

Any of these practices will compromise the resultsField Force is a trading name of OZInfo Pty Ltd

The Study CommencesThe Study Commences1 The clientdefines the research objectives

2 The researcherdesigns the study selects the sampleand constructs the questionnaire

3 The field manager andsupervisorsbrief the interviewers


5 The field manager ampsupervisorsedit and validate the questionnaires

6 The coding dptcodes and punches the data

7 The data processing dpt processes results

8 The researcherwrites the report anddebriefs the client

THE DEADLINE IS MET

1048633

4 INTERVIEWERS INTERVIEWTHE RESPONDENTS

What interviewers need to knowbull Understanding the purpose of market research the brief and background of the research being undertaken

bull Knowing how to identify and classify respondents follow screening and identify correct respondents

bull Dealing with refusals

bull How to conduct questionnaires and record answers verbatim

bull How to use pre-coded questionnaires and how to record open-ended answers

bull How to close an interview amp provide reassurances


Key skills Interviewers need to have

Above all interviewers need excellentpeople skills

They also need to be well prepared reliable and able to work aspart of a team


To conduct interviews you need to be able to

bull Deal with people objectively responsibly and honestlybull Guard against personal prejudicebull Operate in a positive affirming manner reassurebull Operate courteously and with sensitivity to the respondentsbull Have regard to personal safety and that of the respondentbull Grasp the practical realities of the Market Research Code of Professional Behaviourbull Understand the need to safeguard peoples personal information data protection bull Enjoy eliciting information without personal biasbull Follow the sampling ie how you select your respondents and quota instructions ie who you select as respondents


The BriefingThe BriefingAn interviewer conducts interviews according to the briefing given

bull Use the briefing to become familiar with the questionnaireand its instructionsbull Industry Quality Guidelines demand that interviewers and supervisors are briefed on every job

bull The sampling method the qualifying target respondent and your quota of who qualifies will all be supplied to you at the time of the briefing and ongoing throughout the data collection by supervisors

The contents of the job briefing may be recorded either as an audiotape or in the form of written notes or as annotated notes on your briefing copy


Getting the interviewApproaching the respondentIf you speak and behave politely many people will co-operate If you take a positive attitude it will ldquorub offrdquo onto the respondent and they will give you their time

If you can make the interview as much of conversation as possible it will help You still must follow the questionnaire Word for Word

There is a temptation to race through a questionnaire in a parrot-like fashion Read it carefully

Above all be friendly natural and positive but never offer an opinion about the questions or their answersField Force is a trading name of OZInfo Pty Ltd

SOME POINTS TO NOTESOME POINTS TO NOTERespondent willingness is based on confidence that market research is carried out honestly objectively and without unwelcome intrusion or disadvantage to respondents

All the respondents answers are confidential

Neither the respondent nor their address will be identified in any way to the client unless the respondent gives their permission

The respondents information is simply pooled with others and reported as overall results

The respondent will be given in a survey information so they can verify the bona fides of the research company by a telephone number or for face to face interviewing you wearing an ID cardField Force is a trading name of OZInfo Pty Ltd

The Code of Professional The Code of Professional ConductConduct

The AMSRS has adopted a set of guidelines to be followed by all people involved in conducting surveys and collecting information This was adapted from the international (ICCESOMAR) International Code of Marketing and Social Research Practice

All AMSRS members are bound to conform to the Code

Field Managers will be familiar with these guidelines and will not ask interviewers to do anything which contravenes them

Key principles of the Code of Professional Behaviour arebull responsibilities to respondentsbull researchersrsquo professional responsibilities andbull researchersrsquo and clientsrsquo mutual rights and responsibilities


The Codersquos Responsibilities to respondents

bull Respondents identities must not be revealed without their consent to anyone not directly involved in the market research project or used for any non-research purpose

bull Nobody shall be adversely affected or harmed as a direct result of participating in a market research study

bull Respondents must be able to check without difficulty the identity and bona fides of researchers

bull Respondents co-operation in a market research project is entirely voluntary at all stages they must not be misled when being asked for their co-operation

bull No child less than 14 years shall be interviewed without the consent of their parentsguardians or responsible adults Permission should also be sought when interviewing children between 14-17 if a sensitive topic


Researchers professional responsibilities

Code Rule 21bull Researchers must not whether knowingly or negligently act in any way which could bring discredit on the market research profession or lead to loss of public confidence

Researchers must always strive to design research which is cost-efficient and of adequate quality and then to carry this out

Researchers must not undertake any non-research activities eg telemarketing and push pollingField Force is a trading name of OZInfo Pty Ltd

Peoples right to privacy and confidentiality

The respondent has three fundamental rightsbull The right to decide to participate

bull The right to be assured of anonymity

bull The right to safety in avoiding any physical or mental harmField Force is a trading name of OZInfo Pty Ltd

Quality Control Procedures are necessary

Supervisor editing provides field control through checking the quality of the data collected by interviewers on questionnaires

bull The validation process is an important quality check on the accuracy and reliability of data collected by interviewers Quality Guidelines recommend a minimum of 10 per cent of all completed questionnaires within each survey are subject to validation using either telephone or face to face contact by a field manager supervisor or trained team leader We re-contact respondents to determine the accuracy of the answers

bull In an observation the supervisor watches a complete interview to confirm that the interviewer understands appropriate procedures and instructions and follows them accordingly This also may be done by management monitoring the interview without your knowledge This is done to provide feedback on your performanceField Force is a trading name of OZInfo Pty Ltd

At this point At this point of your of your training it will training it will be helpful for be helpful for you to be you to be aware of aware of INDUSTRY INDUSTRY JARGONJARGON

CALL BACKCALL BACKCALL BACKCALL BACK

a second third or fourth call a second third or fourth call to a respondent in order to to a respondent in order to obtain an interview when obtain an interview when this is called for in the this is called for in the sampling methodology It is sampling methodology It is also made after a product also made after a product placement to obtain the placement to obtain the respondentrsquos opinionsrespondentrsquos opinions

Sometimes an appointment Sometimes an appointment can be made prior to the can be made prior to the callbackcallback



CALL SHEETSCALL SHEETSCALL SHEETSCALL SHEETS

a record of the results of a record of the results of every respondent contact every respondent contact made in a sample made in a sample

This provides information on This provides information on the percentage of successful the percentage of successful calls and the reasons for calls and the reasons for non-interviewnon-interview



PILOTPILOTPILOTPILOT

a trial-run with a a trial-run with a questionnaire to time the questionnaire to time the interview test the interview test the questioning and attempt to questioning and attempt to discover any problems we discover any problems we may meet on the main may meet on the main survey and thereby attempt survey and thereby attempt to eliminate themto eliminate them


QUESTIONNAIREQUESTIONNAIREQUESTIONNAIREQUESTIONNAIRE

the document on which the the document on which the information is recorded by information is recorded by the interviewer during the the interviewer during the interviewinterview


QUOTAQUOTAQUOTAQUOTA

the number of interviews to the number of interviews to be obtained or the number be obtained or the number of respondents to be of respondents to be interviewed in certain sex amp interviewed in certain sex amp or age groups or product or age groups or product user categoriesuser categories


RANDOMRANDOMRANDOMRANDOM

the technical term for the the technical term for the type of representative type of representative sample where a whole sample where a whole population is counted and population is counted and all its members have an all its members have an equal chance of being equal chance of being selected for an interviewselected for an interview


REFUSALREFUSALREFUSALREFUSAL

when the selected respondent when the selected respondent refuses to be interviewedrefuses to be interviewed


INDUSTRIAL or INDUSTRIAL or EXECUTIVE EXECUTIVE INTERVIEWINGINTERVIEWING


interviews carried out among interviews carried out among producers manufacturers or producers manufacturers or specialists eg architects specialists eg architects travel agents plumbers travel agents plumbers doctorsdoctors


INTERVIEWERINTERVIEWERINTERVIEWERINTERVIEWER

the person coducting the the person coducting the interviewinterview


LEADINGLEADINGLEADINGLEADINGthis is a NEVER-DO actionthis is a NEVER-DO action

directing a respondent to directing a respondent to answer in a specific way answer in a specific way suggesting a desired answer suggesting a desired answer or possibly encouraging or possibly encouraging respondents to reach a respondents to reach a conclusion which may not conclusion which may not reflect a true expression of reflect a true expression of their opinion or knowledge their opinion or knowledge This form of questioning This form of questioning would introduce biaswould introduce bias

this is a NEVER-DO actionthis is a NEVER-DO action


THE NON-RESPONSETHE NON-RESPONSETHE NON-RESPONSETHE NON-RESPONSE

when the respondent refuses when the respondent refuses or is unable to answer a or is unable to answer a question for any reason question for any reason sometimes because of a sometimes because of a lack of knowledge or a lack of knowledge or a particular subject or brandparticular subject or brand

This is usually shown on the This is usually shown on the questionnaire as DK for questionnaire as DK for ldquodonrsquot knowrdquo or REF for ldquodonrsquot knowrdquo or REF for ldquorefusedrdquoldquorefusedrdquo



CELL QUOTACELL QUOTACELL QUOTACELL QUOTA

a group of respondents of a group of respondents of similar characteristics eg similar characteristics eg males aged males aged

18-29 who are users of a 18-29 who are users of a given product whose given product whose answers are compared with answers are compared with those of respondents in those of respondents in other ldquocellsrdquoother ldquocellsrdquo



CENTRAL LOCATIONCENTRAL LOCATIONCENTRAL LOCATIONCENTRAL LOCATION

interviewing in the street interviewing in the street shopping centres caravans shopping centres caravans etcetc


CLASSIFICATIONCLASSIFICATIONCLASSIFICATIONCLASSIFICATION

this usually comes at the end this usually comes at the end of an interview and is the of an interview and is the information used to cross-information used to cross-analyse the questionnaire analyse the questionnaire information by age sex information by age sex income etc (also called income etc (also called Demographics)Demographics)


CODECODECODECODE

to circle a number or letter to to circle a number or letter to indicate the respondentrsquos indicate the respondentrsquos choice of answerchoice of answer


CODE FRAMECODE FRAMECODE FRAMECODE FRAME

used to convert responses to used to convert responses to open ended questions to a open ended questions to a form which can be fed into form which can be fed into the computer Lists of the computer Lists of similar answers which are similar answers which are each given a specific code each given a specific code number are compiled from number are compiled from a sample of questionnairesa sample of questionnaires


CODINGCODINGCODINGCODING

turning questionnaire turning questionnaire information into a numerical information into a numerical sequence which is then fed sequence which is then fed into the computerinto the computer


CONTACT SHEETCONTACT SHEETCONTACT SHEETCONTACT SHEET

similar to a call sheet but only similar to a call sheet but only the result of each contact the result of each contact ie each person you actually ie each person you actually speak to is recorded for speak to is recorded for example in central location example in central location interviewinginterviewing


DEPTH INTERVIEWINGDEPTH INTERVIEWINGDEPTH INTERVIEWINGDEPTH INTERVIEWING

an unstructured interview in an unstructured interview in which the respondentrsquos answers which the respondentrsquos answers are recorded verbatim or on a are recorded verbatim or on a tape recorder These interviews tape recorder These interviews are conversational and can be are conversational and can be lengthy The interviewer may lengthy The interviewer may not have a questionnaire to not have a questionnaire to follow but is given a number of follow but is given a number of subjects and headings to cover subjects and headings to cover at any time during the at any time during the interviewinterview


EDITINGEDITINGEDITINGEDITING

checking the questionnaire for checking the questionnaire for missing information or missing information or superfluous answerssuperfluous answers


FIELD MANAGERFIELD MANAGERFIELD MANAGERFIELD MANAGER

person in overall control of person in overall control of any field team State or any field team State or NationalNational


RESPONDENTRESPONDENTRESPONDENTRESPONDENT

the person being interviewedthe person being interviewedthe person being interviewedthe person being interviewed

ROTATIONROTATIONROTATIONROTATION

starting at a given point on a starting at a given point on a list of brands or statements list of brands or statements and asking all the items and asking all the items from the rotation start from the rotation start points to the end then points to the end then going back to the beginning going back to the beginning and asking all brands or and asking all brands or statements down to the statements down to the beginning of the rotationbeginning of the rotation


SAMPLINGSAMPLINGSAMPLINGSAMPLING

a method used to gain a method used to gain information about the whole information about the whole of a population by of a population by contacting only a part of contacting only a part of that groupthat group


SHOW CARDSSHOW CARDSSHOW CARDSSHOW CARDS

the cards you will need to the cards you will need to assist the interview They assist the interview They may be cards photos or may be cards photos or advertising layoutsadvertising layouts


START POINTSTART POINTSTART POINTSTART POINT

the place indicated on the the place indicated on the map or address where you map or address where you are required to commence are required to commence interviewinginterviewing


FIELD SUPERVISORFIELD SUPERVISORFIELD SUPERVISORFIELD SUPERVISOR

person in charge of the field person in charge of the field team and the organisation team and the organisation of surveys within a given of surveys within a given areaarea


FILTER OR SKIP FILTER OR SKIP INTRODUCTIONINTRODUCTIONFILTER OR SKIP FILTER OR SKIP INTRODUCTIONINTRODUCTION

where directions are given to where directions are given to go to another question go to another question skipping certain questions skipping certain questions depending on the depending on the respondentrsquos answerrespondentrsquos answer


GROUP DISCUSSIONGROUP DISCUSSIONGROUP DISCUSSIONGROUP DISCUSSION

an unstructured interview an unstructured interview conducted by a trained conducted by a trained moderator with a group of moderator with a group of people in a relaxed and people in a relaxed and informal atmosphereinformal atmosphere


HOUSEHOLDHOUSEHOLDHOUSEHOLDHOUSEHOLDa group of one or more people a group of one or more people

who live and eat together in a who live and eat together in a private dwelling It can be a private dwelling It can be a family a group of people living family a group of people living together etc A boarder who together etc A boarder who lives and eats with the family is lives and eats with the family is part of the household Except in part of the household Except in rare cases which would be rare cases which would be explained at the briefing only explained at the briefing only one person per household can one person per household can be interviewed even if others fit be interviewed even if others fit the quota and want to be the quota and want to be interviewedinterviewed

a group of one or more people a group of one or more people who live and eat together in a who live and eat together in a private dwelling It can be a private dwelling It can be a family a group of people living family a group of people living together etc A boarder who together etc A boarder who lives and eats with the family is lives and eats with the family is part of the household Except in part of the household Except in rare cases which would be rare cases which would be explained at the briefing only explained at the briefing only one person per household can one person per household can be interviewed even if others fit be interviewed even if others fit the quota and want to be the quota and want to be interviewedinterviewed

UNPROMPTEDUNPROMPTEDUNPROMPTEDUNPROMPTEDrecall of products or brands recall of products or brands

by a respondent without any by a respondent without any help from the interviewer by help from the interviewer by verbal or show- card verbal or show- card assistanceassistance

recall of products or brands recall of products or brands by a respondent without any by a respondent without any help from the interviewer by help from the interviewer by verbal or show- card verbal or show- card assistanceassistance

VALIDATEVALIDATEVALIDATEVALIDATEwhere a Supervisor checks an where a Supervisor checks an

interviewerrsquos work either by interviewerrsquos work either by phone or personal call to phone or personal call to confirm the correct person confirm the correct person has been interviewed and has been interviewed and that the instructions have that the instructions have been properly carried outbeen properly carried out

where a Supervisor checks an where a Supervisor checks an interviewerrsquos work either by interviewerrsquos work either by phone or personal call to phone or personal call to confirm the correct person confirm the correct person has been interviewed and has been interviewed and that the instructions have that the instructions have been properly carried outbeen properly carried out

FIELD FORCEFIELD FORCE Interviewer Training Interviewer Training PresentationPresentationappendixappendix

January 2010January 2010

MODULE 1MODULE 1Introduction Introduction to Market Research to Market Research InterviewingInterviewing

ldquoldquotraining for training for understandingrdquounderstandingrdquo

What is Market What is Market ResearchResearch

Market research Market research is the is the business of gathering facts business of gathering facts ideas or opinions ideas or opinions

It is part of the circular flow It is part of the circular flow between enterprises and between enterprises and their publictheir public

When is it usedWhen is it used Surveys are conducted Surveys are conducted when when

information cannot be collected information cannot be collected more accurately or less more accurately or less expensively by any other meansexpensively by any other means

Consider an airlineConsider an airlineYou couldnrsquot ask everyone You couldnrsquot ask everyone travelling on an airline what they travelling on an airline what they thought the cost would be too thought the cost would be too high But you could ask a high But you could ask a ldquosamplerdquo of passengersldquosamplerdquo of passengers

Long AgoLong Ago

there was no market there was no market researchresearch today market research is used today market research is used

by business and government by business and government before making any important before making any important decisiondecision

If you remember only one piece of information this If you remember only one piece of information this is is

VITAL INFORMATION ABOUT PRIVACY VITAL INFORMATION ABOUT PRIVACY AND AND

THE CODE OF PROFESSIONAL BEHAVIOURTHE CODE OF PROFESSIONAL BEHAVIOUR

The The respondents privacyrespondents privacy and any and and any and all information they give to you is all information they give to you is completely confidentialcompletely confidential

They have the right to refuse all or any of They have the right to refuse all or any of the survey questions no matter how the survey questions no matter how innocentinnocent



Interviewer Training Interviewer Training PresentationPresentation

MODULE 2MODULE 2

Basics ofBasics of Market Research Market Research InterviewingInterviewing

ldquoldquotraining for knowledgerdquotraining for knowledgerdquo

5 BASIC RULES OF 5 BASIC RULES OF INTERVIEWINGINTERVIEWING

STICK TO THE TOPICSTICK TO THE TOPICdonrsquot chit-chat to respondentsdonrsquot chit-chat to respondents

NEUTRALNEUTRAL never offer an opinion never offer an opinion about the questionnaire or the responsesabout the questionnaire or the responses

IMAGEIMAGE you represent our companyyou represent our company

PROFESSIONALPROFESSIONAL be business-likebe business-like

POLITEPOLITE be friendly at all timesbe friendly at all times

REMEMBERhellip SNIPPREMEMBERhellip SNIPP

SSTICK TO THE TOPICTICK TO THE TOPIC

NNEUTRALEUTRAL

IIMAGEMAGE

PPROFESSIONALROFESSIONAL

PPOLITEOLITE

Nine Golden RulesNine Golden Rules

11 Use a separateUse a separate questionnaire for questionnaire for each respondent each respondent seems obvious but each seems obvious but each questionnaire represents one questionnaire represents one completed surveycompleted survey


2 Administer the2 Administer the questionnaire questionnaire exactly as shown exactly as shown in the briefing in the briefing if you if you donrsquot we cannot use the surveys donrsquot we cannot use the surveys and we donrsquot get paid for themand we donrsquot get paid for them


3 Any other persons 3 Any other persons present during an present during an interview cannot be interview cannot be interviewedinterviewed they already they already know the questions and answers know the questions and answers so they would be biasedso they would be biased


4 Do not interview4 Do not interview people who know people who know youyou that is viewed as cheating that is viewed as cheating as there maybe survey bias as there maybe survey bias introduced due to their introduced due to their relationship with yourelationship with you


5 Interview the5 Interview the respondent alonerespondent alone if all all if all all

possible to stop the other person possible to stop the other person influencing the truthful answering influencing the truthful answering of the survey questions by your of the survey questions by your respondentrespondent


6 Let your sampling6 Let your sampling instructions beinstructions be your only guideyour only guide any any

variation to these instructions is variation to these instructions is viewed as cheating ndash our client viewed as cheating ndash our client would not pay for surveys would not pay for surveys conducted off sample conducted off sample specificationsspecifications


7 Keep respondent7 Keep respondent

on track donrsquot leton track donrsquot let them stray ndash them stray ndash they might they might

like to chit-chat but you are paid like to chit-chat but you are paid by the hour and it is wasting your by the hour and it is wasting your time and company paytime and company pay


8 Do not let the8 Do not let the

respondent seerespondent see questionnairequestionnaire this could this could

make the data useless as the make the data useless as the respondent will be influenced in respondent will be influenced in their answerstheir answers


9 Try to interview 9 Try to interview

migrants nevermigrants never use interpretersuse interpreters

everyone has the right to be everyone has the right to be interviewed but interpretation is interviewed but interpretation is inaccurate so they must answer inaccurate so they must answer for themselvesfor themselves

The 7 Questionnaire The 7 Questionnaire Laws Laws please take time to read the please take time to read the

lawshelliplawshellip Donrsquot change questionnaire Donrsquot change questionnaire wordingwording

Do not change question orderDo not change question order Ask every question specifiedAsk every question specified Repeat misunderstood questionsRepeat misunderstood questions Use all lead in statementsUse all lead in statements Accept the respondentrsquos first Accept the respondentrsquos first

answer ndash generally we donrsquot allow answer ndash generally we donrsquot allow them to change their responsethem to change their response

A terminated interview doesnrsquot A terminated interview doesnrsquot countcount

HOW COULD YOU DEAL HOW COULD YOU DEAL WITH AWITH A REFUSALREFUSAL

You had You had betterbetter think think about it as in your about it as in your interviewing you will interviewing you will get get manymany refusals refusals


The idea is to LIMIT the The idea is to LIMIT the number of refusals and number of refusals and to DEAL with those to DEAL with those which you do get as which you do get as effectively as possibleeffectively as possible


How to deal with How to deal with refusalsrefusalsHow to deal with How to deal with refusalsrefusals

Some people will be rude - donrsquot Some people will be rude - donrsquot further antagonise the situation by further antagonise the situation by being rude backbeing rude back

Some people donrsquot understand what Some people donrsquot understand what market research is all about - if they market research is all about - if they ask tell them that we are not selling ask tell them that we are not selling

We are doing a research study We are doing a research study amp would welcome their opinions amp would welcome their opinions

Above all be FRIENDLYAbove all be FRIENDLY





Remember a refusal is Remember a refusal is only a missed opportunity only a missed opportunity for the repondent to be for the repondent to be part of the research part of the research process process How you handle yourself How you handle yourself this time could mean that this time could mean that when next that person is when next that person is approached they will approached they will respondrespond


The refusal is The refusal is the hardestthe hardestproblem to problem to overcomeovercome


But donrsquot get all lsquohung-uprsquo about itBut donrsquot get all lsquohung-uprsquo about it

afterall the respondent can only say ldquoafterall the respondent can only say ldquoNONOrdquordquo

Remember Remember S N I P P S N I P P and you will be fineand you will be fine




What is a PRE-CODED What is a PRE-CODED questionquestion

Precoded questions Precoded questions are used when the are used when the range of possible range of possible answers are known answers are known to the researcherto the researcher

Code numbers are Code numbers are circled carefully to circled carefully to select the responseselect the response

egeg Coke1Coke1 Pepsi2 Pepsi2 Fanta3 Fanta3




All you have to do isAll you have to do isremember to circle remember to circle the number andthe number and

If you circle the If you circle the wrong wrong code you simply code you simply cross it out like thiscross it out like thisSolo1Solo1

NOTNOTCoke1Coke1Pepsi2Pepsi2Fanta3Fanta3

What is a What is a ROTATIONROTATION when asking a list of statements the when asking a list of statements the

researcher often instructs you to ask the researcher often instructs you to ask the statements starting with a different one statements starting with a different one each intervieweach interview

whywhy so that each statement has an equal chance so that each statement has an equal chance

of being asked firstof being asked first this eliminates the this eliminates the biasbias which may occur if which may occur if

the list was always asked starting with the the list was always asked starting with the same statementsame statement

FOR EXAMPLEFOR EXAMPLE

Q1 Please tell me which of the Q1 Please tell me which of the following apply to your TV following apply to your TV viewing habitsviewing habits

[ ] SOAP OPERAS ARE CHILDISH1[ ] SOAP OPERAS ARE CHILDISH1 [ ] MURDER MYSTERIES ARE EXCITING2[ ] MURDER MYSTERIES ARE EXCITING2 [ ] SCIENCE FICTION SERIES ARE DULL3[ ] SCIENCE FICTION SERIES ARE DULL3 [[XX] DOCUMENTARIES ARE INTERESTING] DOCUMENTARIES ARE INTERESTING44 [ ] NEWS PROGRAMS ARE ldquoA MUSTrdquo5[ ] NEWS PROGRAMS ARE ldquoA MUSTrdquo5

did you notice thedid you notice the X X against the statement against the statement which is to be asked which is to be asked firstfirst



ask the second last statement first ask the second last statement first then go to the last statement then then go to the last statement then back to the top statement back to the top statement

What is a What is a Rating Rating Scale Scale These are questions designed to These are questions designed to

measure the measure the strengthstrength of a of a respondents replyrespondents reply

RulesRules for rating scales arefor rating scales are All options All options must be read prior to must be read prior to

accepting a responseaccepting a response A vague answer A vague answer must be clarifiedmust be clarified You must You must never guess never guess the the

responseresponse If necessary just ask for their If necessary just ask for their

answer againanswer again

An Example Rating An Example Rating ScaleScale

How likely would you be to buy this itemHow likely would you be to buy this item

VERY LIKELY1VERY LIKELY1QUITE LIKELY2QUITE LIKELY2NEITHER LIKELY NOR UNLIKELY3NEITHER LIKELY NOR UNLIKELY3QUITE UNLIKELY4QUITE UNLIKELY4VERY UNLIKELY5VERY UNLIKELY5

Donrsquot forget to read all possible codes before Donrsquot forget to read all possible codes before you accept a responseyou accept a response

remember remember nevernever guess a respondentrsquos guess a respondentrsquos answeranswer





Open Ended Open Ended QuestionsQuestions Open ended Open ended

questionsquestionsare those where are those where the answer the answer cannot be cannot be foreseen as each foreseen as each respondent is like respondent is like to give a different to give a different answeranswer

The interviewer The interviewer has to record the has to record the responseresponseWWord for ord for WWordord

It is the Respondentrsquos responseIt is the Respondentrsquos responsethat we want that we want not notthe Interviewerrsquos interpretationthe Interviewerrsquos interpretation

you must record the you must record the response in the response in the exact exact words words of the respondent of the respondent ie in the first personie in the first person

record quickly but write record quickly but write clearly so it can be read clearly so it can be read

Carefully re-check Carefully re-check spelling of names brands spelling of names brands and email addressesand email addresses

THE 3 MAJOR THE 3 MAJOR FUNCTIONS OF FUNCTIONS OF PROBING arePROBING are (1) (1) ENLARGEENLARGE on what they have on what they have

saidsaid

(2) (2) CLARIFYCLARIFY what they have said what they have said

(3) (3) EXPLAINEXPLAIN the reasons behind the reasons behind what they have saidwhat they have said

Rules of ProbingRules of Probing remain neutral remain neutral in every wayin every way do not ask leading questionsdo not ask leading questions record verbatim record verbatim in the first personin the first person write quickly amp legiblywrite quickly amp legibly donrsquot encourage respondent donrsquot encourage respondent unless unless

its neutralits neutral have patience listen amp be have patience listen amp be

interested interested in what the respondent has in what the respondent has to sayto say

HOW TO PROBEHOW TO PROBEwhen an answer is when an answer is vague sayvague say what do you mean by thatwhat do you mean by that

mmm what else can you tell memmm what else can you tell me

I am interested in all of your I am interested in all of your thoughtsthoughts

or or simply ask the question againsimply ask the question again

PROBING IS THE PROBING IS THE CHALLENGING PART CHALLENGING PART OF BEING AN OF BEING AN INTERVIEWERINTERVIEWER


PROBE STROKESPROBE STROKESPROBE STROKESPROBE STROKES Probe Stroke Probe Stroke

Used to indicate when an interviewer has Used to indicate when an interviewer has

asked the respondent for further informationasked the respondent for further information It looks like thisIt looks like this

What to do on computer What to do on computer interviewinginterviewingtype carefully and use probe strokestype carefully and use probe strokes

Closed Probe StrokeClosed Probe StrokeUsed when a respondent has been probed fully or to Used when a respondent has been probed fully or to exhaustion and can comment no longerexhaustion and can comment no longer

It looks like this It looks like this oo

Now you will learn how Now you will learn how to PROBE a to PROBE a respondentrsquos answerrespondentrsquos answer

Now you will learn how Now you will learn how to PROBE a to PROBE a respondentrsquos answerrespondentrsquos answer In the following example the In the following example the

interviewerrsquosinterviewerrsquosquestions will appear in questions will appear in YELLOWYELLOW

The respondentrsquos response is in The respondentrsquos response is in WHITEWHITE

The probed recording (what the The probed recording (what the interviewer writes) is in interviewer writes) is in REDRED

In the following example the In the following example the interviewerrsquosinterviewerrsquosquestions will appear in questions will appear in YELLOWYELLOW



THE PROBED RESPONSETHE PROBED RESPONSETHE PROBED RESPONSETHE PROBED RESPONSE What do you like about that chocolate What do you like about that chocolate

barbar ldquoldquoIt tastes nice ldquoIt tastes nice ldquo What do you mean by niceWhat do you mean by nice ldquoldquoIt tastes really sweet and a good It tastes really sweet and a good

texturerdquotexturerdquo What do you mean by textureWhat do you mean by texture ldquoldquoIt is really smooth tastingrdquoIt is really smooth tastingrdquo What else do you like about the What else do you like about the

chocolate barchocolate bar ldquoldquoNo nothingrdquoNo nothingrdquo

What do you like about that chocolate What do you like about that chocolate barbar

ldquoldquoIt tastes nice ldquoIt tastes nice ldquo What do you mean by niceWhat do you mean by nice ldquoldquoIt tastes really sweet and a good It tastes really sweet and a good



TO REVIEW OUR TO REVIEW OUR PROBING EXAMPLEPROBING EXAMPLE

WATCH WATCH CAREFULLYCAREFULLY


INTERVIEWER INTERVIEWER What do you like about that What do you like about that

chocolate barchocolate bar

ldquoldquoIt tastes niceIt tastes nice ldquo ldquo INTERVIEWER INTERVIEWER What do you mean by niceWhat do you mean by nice

ldquoldquoIt tastes really sweet and a good It tastes really sweet and a good texturetexturerdquordquo

INTERVIEWER INTERVIEWER What do you mean by textureWhat do you mean by texture

ldquoldquoIt is really smooth tastingIt is really smooth tastingrdquordquo INTERVIEWER INTERVIEWER What else do you like about the What else do you like about the


ldquoldquoNo nothingNo nothingrdquordquo It tastes It tastes nicenice it tastes really sweet amp a it tastes really sweet amp a good good

texture texture it is really smooth tasting it is really smooth tastingno nothing ono nothing o

INTERVIEWER INTERVIEWER What do you like about that What do you like about that chocolate barchocolate bar








WORDS IN NEED OF PROBINGWORDS IN NEED OF PROBING ldquoldquoCONVENIENTrdquoCONVENIENTrdquo

in what way is it convenientin what way is it convenient ldquoldquoNICErdquoNICErdquo

what do you mean by nicewhat do you mean by nice ldquoldquoIT APPEALS TO MErdquoIT APPEALS TO MErdquo

yes but how does it appeal to yes but how does it appeal to youyou

ldquoldquoTHE TEXTURE IS GOODrdquoTHE TEXTURE IS GOODrdquo

could you describe what you like could you describe what you like about the textureabout the texture

ldquoldquoI LIKE ITrdquoI LIKE ITrdquo

what exactly do you like about itwhat exactly do you like about it

NEVER EVER OFFER AN OPINION IN AGREEMENT OR OTHERWISENEVER EVER OFFER AN OPINION IN AGREEMENT OR OTHERWISE

How to Handle How to Handle DemographicsDemographics

What are demographicsWhat are demographics DemographicsDemographics or or classificationclassification questions questions

are asked at the end of the questionnaireare asked at the end of the questionnaireand are used to classify the data and are used to classify the data Without the classification questions the Without the classification questions the client would not know who or what sort of client would not know who or what sort of person wanted to use the goods or person wanted to use the goods or services being researchedservices being researched

Demographic questions which are Demographic questions which are refusedrefuseddonrsquot mean the questionnaire is donrsquot mean the questionnaire is terminatedterminated

Examples of Examples of DemographicsDemographicsExamples of Examples of DemographicsDemographics

What is your yearly income before What is your yearly income before taxtax

Do you have any children under 18 Do you have any children under 18 years years

What is the occupation of the main What is the occupation of the main wage earner PROBED aswage earner PROBED as

- What industry do they work- What industry do they work

- We donrsquot want to name the company - We donrsquot want to name the company name but what type of companyname but what type of company

OCCUPATION OCCUPATION PROBINGPROBING ExamplesExamples

ENGINEERENGINEER but what type of engineerbut what type of engineer it could be a civil engineer or a train it could be a civil engineer or a train

driverdriver PROBE TO FIND OUT PROBE TO FIND OUT DETAILDETAIL

A PUBLIC SERVANTA PUBLIC SERVANT could be the Prime Minister or a street could be the Prime Minister or a street

sweepersweeper PROBE TO DETERMINE PROBE TO DETERMINE WHAT TYPE OF PUBLIC SERVANTWHAT TYPE OF PUBLIC SERVANT

The Types of The Types of InterviewingInterviewing

TelephoneTelephone usually from a ldquophone-roomrdquousually from a ldquophone-roomrdquo Central Location Central Location either either shopping centre shopping centre

where a team of up to 5 interviewers amp a where a team of up to 5 interviewers amp a supervisor are situated at a hired locationsupervisor are situated at a hired locationOR OR street intercept street intercept known also asknown also as strip strip where where the interviewer works in a street locationthe interviewer works in a street location

Door to DoorDoor to Door where the interviewer door where the interviewer door knocks in an area to fulfill a quotaknocks in an area to fulfill a quota

Mystery or Shadow ShoppingMystery or Shadow Shopping where an where an interviewer visits a location amp then reports on the interviewer visits a location amp then reports on the ldquoservicerdquoldquoservicerdquo

ExecutiveExecutive interviewing of ldquobusinessrdquo interviewing of ldquobusinessrdquo respondents eg doctors or managersrespondents eg doctors or managers

THE TELEPHONE THE TELEPHONE INTERVIEWINTERVIEW

the phone interview can either be the phone interview can either be on a hard copy questionnaire where on a hard copy questionnaire where you circle responses and hand write you circle responses and hand write open ended responses open ended responses OROR use a use a computer to enter the data computer to enter the data The computer interview is called The computer interview is called Computer Assisted Telephone Computer Assisted Telephone Interviewing known as Interviewing known as CATI CATI

On the telephone your voice is your On the telephone your voice is your only way to ldquowin-overrdquo the only way to ldquowin-overrdquo the respondent amp secure an interviewrespondent amp secure an interview

Remember Remember SNIPPSNIPP and be and be friendlyfriendly

CENTRAL LOCATIONCENTRAL LOCATION whether it be in a shopping centre or street whether it be in a shopping centre or street

location or at a clientrsquos shop the same rules applylocation or at a clientrsquos shop the same rules apply dress appropriatelydress appropriately not too over-dressed but not too over-dressed but

never sloppy comfortable footwear is a mustnever sloppy comfortable footwear is a must wear your Identification Cardwear your Identification Card

CENTRAL LOCATIONCENTRAL LOCATION always always take a blue pen amp a clip boardtake a blue pen amp a clip board you maybe using a computer or paper questionnaireyou maybe using a computer or paper questionnaire never approach never approach people at shop fronts itrsquos private people at shop fronts itrsquos private

propertyproperty SmileSmile and approach with confidence and approach with confidence

Mystery or Shadow Mystery or Shadow ShopShop

This isThis is unusual unusual interviewer interviewer activity as there is no activity as there is no interview interview

A typical situation A typical situation would would be if you were asked to pose be if you were asked to pose as a person wanting to buy a as a person wanting to buy a car You would test drive a car You would test drive a car then write up a report on car then write up a report on what occurred during the what occurred during the lsquoshoprsquolsquoshoprsquo

You would be briefed on You would be briefed on the appropriate dressthe appropriate dress

Donrsquot wear an ID cardDonrsquot wear an ID card but but have it in your wallet in case have it in your wallet in case you do need to prove identity you do need to prove identity to authoritiesto authorities

EXECUTIVE EXECUTIVE INTERVIEWINGINTERVIEWING

In this situation you will be In this situation you will be speaking to speaking to business business peoplepeople so your approach so your approach must be more formal and must be more formal and very polite Time is money so very polite Time is money so donrsquot waste their time donrsquot donrsquot waste their time donrsquot be late to your appointmentsbe late to your appointmentsIt may involve It may involve self self completioncompletion of the survey by of the survey by the respondentthe respondent

Check with your Check with your supervisor supervisor about the about the appropriate dress for the jobappropriate dress for the job


MODULE 3MODULE 3

Motivational aids to Motivational aids to

Market Research interviewing Market Research interviewing

ldquoldquotraining for performancerdquotraining for performancerdquo

Your Performance Your Performance MattersMatters

Market research Market research is a is a businessbusiness built on built on competitive quotes to competitive quotes to win that work win that work


We rely on our We rely on our employees employees to put every to put every effort to output quality effort to output quality work in an efficient work in an efficient productive mannerproductive manner


Quality with Productivity Quality with Productivity will deliver what our will deliver what our client expects and for client expects and for the employee repeat the employee repeat work opportunitieswork opportunities


What is Quality workWhat is Quality workAccurate data comes from Accurate data comes from

the honest way that the honest way that interviewers ask and interviewers ask and record the information record the information which produces quality which produces quality workwork


Ask the questions as Ask the questions as they were intended they were intended

Word for WordWord for Word


Record the answers Record the answers accuratelyaccurately

That goes for closed That goes for closed code questions and code questions and open responsesopen responses

Your Performance Your Performance MattersMatters Take care to follow the Take care to follow the

question instructionsquestion instructions Probe the question in order Probe the question in order

to get a sensible answerto get a sensible answer When you probe the answer When you probe the answer

think about the answer that think about the answer that is being given and re-ask it is being given and re-ask it if the answer is not sensibleif the answer is not sensible


Examples of lsquoProbingrsquo the Examples of lsquoProbingrsquo the responseresponse

Question Question ldquowhy did you choose ldquowhy did you choose to use that productrdquoto use that productrdquoAnswerAnswer ldquoI watch a lot of TVrdquo ldquoI watch a lot of TVrdquo

ProbeProbe ldquoyes but why did you ldquoyes but why did you choose that productrdquochoose that productrdquoAnswerAnswer ldquooh because my ldquooh because my mother told me it cleans the mother told me it cleans the mould off better than othersrdquomould off better than othersrdquo


Quality comes from thinking Quality comes from thinking about the data that you are about the data that you are collectingcollecting

It is most important however It is most important however that you do not cause a bias that you do not cause a bias in the data by changing what in the data by changing what the questionnaire was the questionnaire was designed to dodesigned to do


It cannot be emphasised It cannot be emphasised enough that all interviewing enough that all interviewing follows the questionnairefollows the questionnaire

so that it is an accurate so that it is an accurate reflection of the data reflection of the data gathering processgathering process

That ends the That ends the traininghelliptraininghellip

Now get out there and Now get out there and enjoy your interviewingenjoy your interviewing

Welcome to Field Welcome to Field ForceForce



To advance each slide To advance each slide lsquoclickrsquo the mouse or use lsquoclickrsquo the mouse or use up-down arrowsup-down arrows

































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IIMAGEMAGE


PPOLITEOLITE





































































































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MODULE 3MODULE 3















































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IIMAGEMAGE


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IIMAGEMAGE


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Documents

interviewers field force

ozinfo pty

results field force

arrows field force

reassurances field force

quantitative research

field manager supervisors

research objectives