Data collection
The remit of custom research services includes all aspects of data procurement, data collection and data processing in market research. Custom research services produce fixed prices for internal and external fields and tabs on the basis of the existing survey and sample, conduct the survey and deliver tables or data. GfK custom research services offers the full range of services of a modern, international service company for data procurement, data collection and data processing.
Clients can choose the optimum investigation instrument based on the purpose of the survey. The qualifications of our employees correspond to the requirements of the instruments. A sophisticated network of controls at every level of a survey guarantees the highest possible data quality – a secure basis for business decisions.
The quality of data builds essentially on two factors: the technology being used and the people operating the technology . Top class data quality already starts in the run-up to the planned investigation. The decisive element is selecting the right instrument for a particular task, preparing a comprehensive questionnaire and the pre-test phase (which is obligatory at GfK).
Interviewers play a key role as their skill and reliability determines whether or not the survey produces valid results. For this reason, GfK invests more than half a million euros in recruiting, training and managing the interviewer team. Interviewers are selected on the basis of standard guidelines. Trial interviews, which are for training purposes, of course form part of the process.
Out of an initial 1,000 interviewer applicants, only a few remain after a year due to the strict selection criteria. GfK sets great store by motivating and informing its interviewers, in order to promote the personal relationship with the company. Computerized interviewer management guarantees equal capacity utilization of interviewers, and also secures the prompt return of surveys for the benefit of the client. The computerized systems also include details of the personal impressions and experiences of the interviewers.
A strict limit on the number of interviews carried out by each interviewer is another security and quality feature and one of the reasons why almost 2,500 freelance interviewers work for GfK. Controls are a top priority at GfK. Whether these are contact controls, quality controls or procedural controls – all findings are documented electronically and form a basis for interviewer deployment. The jobs carried out by all new interviewers are checked in full. Surveys of less than 100 interviews are subject to comprehensive quality controls.
GfK NOP
Tel. +1 212 240-5300
Fax +1 212 240-5353
info@gfkamerica.com