How does TGM ensure fieldwork quality control?

Fieldwork quality control is the linchpin of any market research project. It is the process through which we ensure that data collection and sampling methods are executed with precision, accuracy, and consistency. A strong focus on fieldwork quality guarantees that the data collected is reliable, unbiased, and reflective of the target audience or market, ultimately leading to robust, actionable insights.

High-quality fieldwork control helps in:

• Accuracy: Ensuring the data collected is precise and reflects the true opinions of the target audience.
• Reliability: Guaranteeing that the data collection process can be consistently replicated with similar results.
• Validity: Ensuring that the research accurately measures what it is intended to measure, leading to actionable insights.

By minimizing errors, reducing biases, and ensuring alignment with research objectives, TGM maintains the highest standards of fieldwork quality control.

TGM employs a stratified sample design with interlocked targets. This method ensures strict quota and demographic consistency across various segments and countries. By meticulously designing the sample, TGM minimizes errors and biases, ensuring that the data collected aligns with the research objectives.

To maintain high-quality data collection, TGM implements real-time checks on interview duration and straight-lining. A quality scoring system evaluates the quality of completed questionnaires, including automated open-ended (OE) coding. These measures ensure that the data collected is accurate, reliable, and valid, reducing the likelihood of errors and biases.

TGM monitors panel homogeneity using the Kolmogorov-Smirnov test on answer distribution. This test ensures that the panel is representative of the target population. Additionally, TGM assesses collaboration rates by tracking the number of invitations sent, questionnaires started, and completed. These metrics help maintain the quality and reliability of the panel data, ensuring that it reflects the target market accurately.