Field Work

We have since 2003, recruited large groups of interviewers based on the complexity of the study and language proficiency in different markets in Sub-Saharan Africa. Recruitment of this team was based on practical experience, skill levels and industry standards. In South Africa QRS has field offices in Cape Town, Johannesburg, Durban, Bloemfontein, Polokwane, Nelspruit, East London, Somerset West and Port Elizabeth.

All the supervisors and interviewers involved in the projects are taken through a basic market research appreciation workshop. Our typical training takes a minimum of three days and is structured to include lecture sessions, dummy interviews and pilot interviews. These workshops are usually attended by the client/s.

Our experienced fieldwork supervisors accompany and monitor fieldworkers at all times throughout the fieldwork process to ensure that the fieldwork is properly conducted.

Our Project Director, Account Manager, Research Executive, Field Manager and Field Co-ordinators are directly involved in the fieldwork process to ensure high quality and credible data collection procedures.

Composition Of Our Field Force

Our field force operates under a National Field Manager, Field Supervisors and Field Co-ordinators. The interviewers are representative of all the population groups in South Africa. Most of our interviewers are proficient in up to five languages and within the department there are resources for interviewing in eleven languages – Afrikaans, English, IsiNdebele, IsiZulu, Sepedi, Sesotho, SiSwati, Xitsonga, Setswana, Tshivenda and IsiXhosa.

For every study, QRS will recruit some interviewers from the local communities as part of our community empowerment programme. Every study/project is treated separately.

Africa Field Capacity

Over the years QRS has established fieldwork presence in most of the Sub-Saharan countries. We have recruited and trained our own fieldwork teams in all the Southern African countries. In the rest of the Sub-Saharan countries we work through our fieldwork partners that we have developed through our active role in Pan Africa Media Research Organisation (PAMRO). Some of the countries where we have carried out fieldwork are listed below:

  • Angola , Guinea-Bissau and Mozambique.
  • Botswana, Ghana, Gambia, Kenya, Malawi, Nigeria, Namibia, Lesotho, Swaziland, Sierra Leone, Tanzania, Uganda, Zambia and Zimbabwe.
  • Burkina Faso, Cameroon, Congo DRC, Mali, Rwanda, Senegal, Mauritius, Seychelles and Madagascar.

Training Of Our Field Force

We have a comprehensive training scheme for interviewers, which is a mixture of practical work and theory. Interviewers are screened for suitability via a personal interview. Character, background and language ability is then assessed. If the interviewer qualifies in terms of the standards set, he/she is put through the training programme. This consists of four initial sessions administered by experienced supervisors.

The last section of the training is practical field experience using a specially designed questionnaire that incorporates examples of the main types of questions used in marketing research surveys. This work is treated like a standard survey, with sampling points and pre-specified households. Detailed check-backs are done on the work of the trainee interviewer. On completion of this initial basic course, an interviewer is allocated to a field supervisor, who is then responsible for additional training.

Quality Control

Interviewers normally work in small groups of between 2 and 4 individuals in a team reporting to a supervisor. The supervisors take turns to go in and observe each interviewer interviewing and debriefing thereafter on an on-going basis. The supervisor will also check to ensure that all field protocols are followed to the dot.

The field managers then choose completed interviews at random for back checking. 10% of each interviewers work is always subjected to physical back checks the remaining 20% will be called back.

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