Master Market Research
Learn the fundamentals, test your knowledge, and download essential resources — all in one place.
Basic Terminologies
Key terms used in market research — essential for every field investigator.
Market Research
Process of collecting and analyzing information about consumers, markets, and competitors.
Client
Company or organization that commissions the research study.
Respondent
Person who participates in a survey or research study.
Questionnaire
Structured set of questions used to collect responses.
Sample
Group of respondents selected to represent a larger population.
Screening
Process of checking whether a respondent fits the study criteria.
Fieldwork
Stage where data is collected from respondents.
CAPI
Computer Assisted Personal Interview – face to face survey using a device.
CATI
Computer Assisted Telephone Interview – survey conducted over phone.
CAWI
Computer Assisted Web Interview – online survey through links/forms.
FGD
Focus Group Discussion – moderated discussion with a small group.
IDI
In Depth Interview – detailed one to one interview.
Quota
Target number of interviews required for a specific respondent group.
LOI
Length of Interview – estimated time required to complete the survey.
Incidence Rate (IR)
Percentage of people who qualify for the study.
Data Quality Check
Process of verifying responses for accuracy and authenticity.
Verbatim
Respondent answers recorded exactly in their own words.
Back Check
Follow up verification to confirm the interview actually took place.
Tabulation
Organizing survey responses into tables for analysis.
Insight
Meaningful understanding derived from research data.
Field Investigator Training
Sharp Practical Guide
Core Responsibility
- chevron_rightRecruit the right respondents as per study criteria.
- chevron_rightAsk questions exactly as written in the questionnaire.
- chevron_rightCapture honest and complete responses.
- chevron_rightMaintain professionalism and discipline in the field.
Importance of Verbatim Responses
- chevron_rightRecord respondent answers exactly in their own words.
- chevron_rightDo not summarize, change wording, or interpret answers.
- chevron_rightVerbatim responses help researchers understand real consumer thinking.
- chevron_rightIncomplete or edited verbatims reduce research quality.
Quality of Respondent Recruitment
- chevron_rightAlways verify screening criteria before starting the interview.
- chevron_rightInterview only genuine respondents matching the target profile.
- chevron_rightAvoid interviewing friends, relatives, or known people.
- chevron_rightQuality respondents are more important than higher interview counts.
Field Discipline
- chevron_rightFollow the questionnaire flow without skipping questions.
- chevron_rightMaintain respectful and neutral behavior with respondents.
- chevron_rightReport daily progress honestly to supervisors.
- chevron_rightFocus on genuine data rather than quick completions.
Golden Principles of Good Fieldwork
Strong research insights always start with disciplined and honest fieldwork.