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Quality Assurance
Custom research projects are subject to high risks of errors and mistakes. Every project is an opportunity
for thousands of possible errors in communication, design, execution, and interpretation, both on the Client
side and on the research company’s part. These errors and mistakes result from breakdowns in communication
within client companies, between client companies and research firms, and within research firms. The risks
are magnified by last-minute changes in the questionnaire, rush schedules, poorly controlled sampling,
improper data weighting, inadequate training, lack of formal quality-assurance staff and policies, inadequate
proofing, etc. Decision Analyst understands these quality risks and invests heavily in people, training,
systems, and processes to ensure accuracy and precision in all of its work.
At Decision Analyst, quality is everyone’s responsibility, and every step in every project is carefully evaluated for adherence to standards and specifications. Before a project is launched, a walk-through is conducted. That is, everyone assigned to that project (the project team) meets to review research design, study specifications, sampling plan, and the questionnaire. Danger points and threats to the successful execution of the project are identified. Supplemental safety nets are devised to minimize risks at the danger spots.
As a project is executed, the work of project team members is cross-checked by coworkers, and each Decision Analyst department serves as a checkpoint for work performed on the project in other departments. Most importantly, our 9-person Quality Assurance Department is involved at every stage in the life of a research project. Here are some of the major steps in the design and execution of a research project and the related quality-assurance functions:
- Alignment meeting. It is Decision Analyst’s
policy that all major research projects begin with a conference call in which
all of the key client stakeholders participate. This ensures that the research
objectives, the research design, and the methods are fully understood (and
agreed to) by all parties.
- Research design. Quality Assurance reviews proposals
to ensure that the research design will achieve study objectives.
- Sampling. Quality Assurance reviews the sampling
plan. Is the sampling universe properly defined? Are sample specifications
complete and accurate? Are “callbacks” properly scheduled? Are
quotas precise enough?
- Questionnaire design. Quality Assurance reviews
all questionnaires to make sure they fully address study objectives and use
proper question types and approved question wording. Questionnaires are proofed
multiple times by multiple individuals. Questionnaires are automatically routed
to all departments for review before the launch of a study.
- Questionnaire programming. Once the questionnaire
is programmed, a Logician® quality audit is run. This proprietary system
checks for 30 different types of questionnaire errors, and the Quality Assurance
Department carefully hand-checks the programmed questionnaire as well. Lastly,
the Logician® survey simulator is run. It generates artificial surveys
(typically 200 to 500 completes), which are then tabulated. Programmers and
the Quality Assurance Department both go over the tabulated results as a final
check for any logic errors or potential problems. After all of this, the survey
is ready to launch.
- Sample management. The sample is released in small
batches, and the results of each batch release are closely monitored. The
geographic distribution of the sample, response rates, and the progress of
each quota group are monitored throughout the data collection process.
- Coding and tabulation. Once all data is collected,
open-end codes are set and then verified and proofed by Quality Assurance.
Tabulation specifications are completed and cross-tabulations are run. Quality
Assurance reviews all cross-tabulations for accuracy and consistency, and
the cross-tabulations are cross-checked against the Logician® reporting
system. Strict limits and controls on data weighting are enforced.
- Advanced analytics. Senior statisticians cross-check
each other’s SAS programs for accuracy and precision.
- Report preparation. Quality Assurance meticulously
reviews analyses and written reports for clarity, accuracy, and consistency.
The Logician® questionnaire programming and reporting system is a major quality-assurance system. It’s the only questionnaire programming and reporting system designed with quality as the overarching objective. Developed by Decision Analyst, Logician® is the most advanced software in the research industry, with complete project-life system integration, questionnaire version control, error buffering, built-in quality audit features, and automated processes to keep everyone in the company informed about the specifications and status of each project.
As noted earlier, before work begins on a project, Decision Analyst employees assigned to a project (the project team) meet to review, discuss, and plan the mechanics and logistics of each project. It’s called a walk-through and it plays a crucial role in overall quality. Eight to 10 minds working together to identify project risks and threats, and developing plans and approaches to avoid those problems, is a powerful force for consistent quality.
For global studies, the English version is programmed first, thoroughly tested, and then deployed once it’s certain that the English version is accurate. Then, and only then, are the other languages programmed, double-checked, and launched.
As all of these quality standards and processes indicate, Decision Analyst’s
commitment to the highest standards of accuracy and precision is absolute and
uncompromising.
Marketing Research Services
Decision Analyst is a leading international marketing research analytical consulting
firm. If you would like more information on our Marketing Research and Analytical
Consulting Services, please contact Jerry W. Thomas by emailing
jthomas@decisionanalyst.com
or calling 1-817-640-6166.
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