Quantitative Research

Quantitative research is typically involves structured tools like questionnaires and surveys, with field teams trained to ensure consistency across interviews. Respondent selection adheres to strict sampling methodologies such as random or stratified sampling, which ensures accurate targeting and representative data. Surveys may be conducted face-to-face, CLT and telephonically, or through digital platforms, with field interviews following a standardized script to eliminate bias. Large sample sizes are usually required to ensure statistical reliability, and fieldwork supervisors monitor interviewers to maintain quality control.

Validation tools such as GPS tagging and call recordings are used extensively. Interviews are time-bound and follow predefined quotas, and screening questions are applied to filter qualified respondents. Every question has a pre-defined response code, and interviewers are trained to avoid leading or influencing responses. Regular back-checks and tele-verifications are conducted to ensure the authenticity of the data. Data collection may be digital or manual (using PAPI or CAPI)

Comprehensive field instructions are delivered during briefing sessions, and pilot studies are often conducted before full-scale roll-out. Sensitive topics are handled by specially trained interviewers, with strict adherence to confidentiality and consent protocols. Fieldwork spans across urban, semi-urban, and remote urban zones, ensuring a demographic balance in respondent quotas. Interviews are scheduled to optimize respondent availability, and participants are incentivized as per project norms. Data is uploaded daily to central servers for real-time tracking, and response rates are closely monitored by field managers. High refusal rates are flagged for corrective actions, with substitution rules applied for unavailable respondents.

Field quality audits involve tele-verification and personally back checks. Teams operate under diverse weather and terrain conditions, adapting to challenges such as language and cultural barriers.. Real-time dashboards track field progress, and  Any data discrepancies are immediately flagged and escalated for resolution. Timely execution is a key performance metric, especially in multi-city projects where field partners may be hired.

All field staff are bound by confidentiality agreements and carry proper identification and authorization. Central coordination ensures uniformity in data collection across regions. High-quality fieldwork underpins the validity of analytical insights, and client audits may be conducted to verify field operations. Interview recordings also support analysis of respondent behaviours and tone. Training materials include mock interviews and simulations to prepare field teams. Ultimately, accurate and efficient field execution builds the credibility and trust essential for generating actionable data insights.