|Innovative Quantitative Research
The expectations, needs, perceptions and strategies of consumption explored and identified in the qualitative phase are implemented in the quantitative phase.
In an integrated approach, the main philosophy remains the same: to address the most reliable sources of information beyond rational justifications, defensive responses, socially acceptable reasons.
Special attention is given to the reassurance of respondents and to the creation of an informal atmosphere. In the same way that we work hard to recreate respondent's 'habitat' in a qualitative phase, a lot effort is made to lower as much as possible respondents' initial defensive behaviour in the quantitative phase.
Before a quantitative phase begins, our Area Managers are debriefed by the Project Manager on the specific objectives and requirements of a project.
Specific attention is paid to cultural differences that may be encountered in the different regions of the country. The idea is to take eventual cultural specifics into account when approaching respondents. Optimal results derive also from meeting specific demands from respondents in their specific environments.
TRAINING - a constant process of improvement
After an initial extensive training period, we organize 2 days' training sessions twice a year to update our people. The interviewers are trained in Bucharest, Cluj-Napoca and Iasi (depending on the corresponding region).
Each training session includes 4 main topics:
In order to ensure uniformity in the implementation of instructions and specific techniques, the interviewers who take part in fewer than three projects a year get an extra briefing. The idea is to have both less and more active interviewers meeting the same quality standards.
MIA keeps an electronic database of the number of projects carried out by each interviewer. This database, along with the assessment of the Area Manager, form the basis of MIA's evaluation of its quantitative co-workers.
For face-to-face interviews, each area supervisor coaches and accompanies each interviewer at the beginning of a specific assignment in order to ensure homogeneous standards at an executional level.
Double quality control of the fieldwork
The first quality control is carried out by the Area Managers. Each interviewer is checked on 10% of his/her interviews.
The second quality control is carried out by a Senior Researcher at the headquarters. 20% the respondents are checked by telephone.
The quality control activities include: