The quality of data will determine the objectiveness of your decision, thus data
quality builds the foundation of market research. To our clients, good
quality findings will provide the correct information for the next step in
their decision-making process of entering into the market and doing
business in China. Whereas, findings that are of undesirable quality will
have a negative impact on how policies/ decisions are made. Therefore,
to ensure our clients make the right decision in the market, Starmass has a set of
strict quality control procedure that enables the collected data to have a
true projection of the market.
1. Questionnaire design
By applying our vast experiences over the years, we have formulated
questionnaire templates that are of professional standard. As different
projects have different requirements, our researchers will edit the template
accordingly. Before we carry out the surveys, our clients will have to
revise the questions and pilot interviews have to be made. Any problems
occurred during the pilot interviews will be reviewed and amended to the
satisfaction of our clients.
2. Project training
To make sure the surveyors understand the various way and
principles of sampling, the purpose of market research and the surveying techniques
(which includes projecting and asking of questions), our surveyors will undergo
strict and in depth foundation trainings. Surveyors will be given extra
trainings that pertain to the requirements of the questionnaire in every
respect and be arranged for simulated survey.
3. Simulated survey
After the completion of the trainings, we will undergo a simulated survey, a
simulated survey will prepare the trainees on how an actual survey would be
carried out. The people supervising the simulation will be those who had
been through the training and are very familiar with the whole procedure.
The simulation will occur at a time period not shorter than what the actual
situation requires. Those who fail to meet the requirements for the
simulation will be rejected and any problems encountered during the
simulation will be reflected to the management so that the simulation
process can be further improved on.
On the spot quality control includes:
* The surveyor must follow strictly the structure of
the questionnaire, when asking question, they will have to comply with the requirements and the questionnaire must be
completed without omission.
* When conducting the survey, the surveyor must not
provide any suggestion/subjective explanation or change the phrasing of the
questions. The surveyor would create biasness as the subjects may change
their opinions when the question is asked from another perspective.
* The surveyor must promptly report to his/ her supervisors
when any problems encountered so that their supervisors can provide them with
* Surveyors will have to submit their questionnaires
within the designated period. The surveyors are not given their next assignment
until the QC department has checked and validated their questionnaires.
* A routine meeting will be held to discuss the
project progress and existing problems with the project.
* Our clients will be consistently updated with our
project progress and situation.
The project manger has the responsibility of making
sure that the projects progresses as planned. Should there be any deviation,
the project manger will have to find the root of the problem and if the
deviation will affect the progression or quality of the project, they will
have to come out with immediate remedies and then report to the department's
head. After the project has ended, the project manager will have to evaluate
the surveyors and thereafter, save into the surveyors' profile.
For verification, the QC department will examine the questionnaire (independent
of surveyors) for at least twice:
Firstly, questionnaires with incomplete or inconsistent answers will be picked
out. The QC department will also scrutinize the open-ended questions.
Next, any problematic questionnaires will be reexamined by contacting the
interviewee again. At the same time, 40% of the questionnaire will be taken
out for reexamination. Should there be any dubious part of the selected
questionnaires; more proportion of the questionnaire will be taken out for
reexamination. If there are problems with the surveyors, they will be deemed
void and the equal amount will be replaced by other surveyors.
As part of quality assurance service of our market research, all reports
that are submitted to our clients will have to go through our panels of
project managers, experts and senior consultants. The process includes
verification of language, data and content of the reports so as to ensure
that our clients will receive the highest quality.