Professional Documents
Culture Documents
Background Information
IMAS has been set up in 1992 as the first entirely private market research company in
Romania.
IMAS is currently one of the largest market research companies in the country, and it
is very sound established in financial and organizational terms. IMAS has currently 57
full time employees, among which 12 researchers, 4 central coordinators and 9 area
coordinators for the fieldwork. The national network of interviewers consists of 500
persons.
IMAS has conducted over 100,000 personal interviews in 2009, most of them within
national representative samples. We have made also app. 200 Focus Groups and in-
depth interviews in 2009.
The awareness of the company among both the general public and the elite
(administration, politics, media, etc.) is very high. This provides us an important
comparative advantage: our interviewers are able to get a relatively easy access to
respondents all over the country, which helps them to maintain a relative low refusal
rate. And that is an essential condition in order to comply with the quality standards of
the fieldwork.
1
Quantitative research
Fieldwork Capacity
Well structured and employing numerous, experienced people, the Fieldwork
Department of IMAS is the real backbone of all the research projects. This
Department is currently structured as following:
Head of the Department - with an experience of more 5 yrs. as fieldwork
interviewer and more than 10 yrs. as regional fieldwork coordinator;
Interviewers trainer - with an experience of more than 10 yrs. as fieldwork
interviewer and regional coordinator, trainer main tasks are: IMAS’s interviewers
recruitment and training and writing and up-dating all training documentation;
Database assistant – with more than 10 years experience in data collection, data
entry, database centralizing;
Regional fieldwork coordinators (4 people): based at the headquarter of the
company, they are assigned a particular region of the country; the job description
for this category of staff defines their responsibilities in recruiting and training local
area coordinators, interviewers, etc., as well as in organizing and controlling the
fieldwork, which suppose frequent visits in the respective areas;
Local area fieldwork coordinators (9 people): based all over the country, they are
assigned a restricted area (usually 2-6 counties) and have responsibilities for
recruiting, training, organizing and controlling the activity of interviewers, and
monitoring the existing surveys;
Interviewers (500 people in our database): based all over the country, they are
alternatively employed by the local area coordinators, depending on the specific
tasks of each research project;
The usual responsibilities of the Fieldwork Department consist of several types of
activities, including overall planning and organizing of the fieldwork, recruitment and
training of the interviewers, conducting the interviews, organizing the qualitative
studies (focus group sessions and in-depth interviews) in the country (except
Bucharest), production, distribution and collecting of the research documents
(questionnaires, sampling sheets etc.), quality control.
All interviewers are legally contracted by IMAS-SA for part time jobs according to the
new Labor Code. Each interviewer receives a fiscal report on its income every year, to
be used for Global Income Tax.
2
IMAS endowments
Focus group room is a very modern one, its equipments including audio/video
recording systems, meeting room for clients with TV for watching group discussions
live, and one way mirror room. IMAS mobile equipment specially designed for
interviews recording allows us to organise focus group sessions everywhere in
Romania. Both equipment sets (fixed and mobile) facilitate simultaneous translation.
The perception analyzer is the system through which respondents reactions are
detected in real time while they watch an ad, an election spot, a debate, or while
listening to a radio transmission or a melody fragment. Respondents’ reactions are
recorded electronically. Thus we are able to determine the measure in which the
respondent likes or dislikes the tested issue, both totally and sequentially (time units).
Fieldwork procedures
3
Protocol for supervision of interviewers
There are three levels of supervision:
The Fieldwork Department checks, by phone, 7-10% off all interviews, randomly
selected;
Quality and control department performs a double-checking of the fieldwork
activity, independent of the control made by the Fieldwork Department. Their
targets are designed by the project manager, based on peculiar statistics
(percentage of interviews completed at 1st visit, number of non-responses, odd
distribution of responses, etc.).
The total number of back-checked interviews is of 20% of the sample.
Both the Fieldwork Department and of the Quality and Control Department are
extremely attentively setup and the information regarding the fieldwork activity is very
accurate.
The Fieldwork Department holds an updated interviewers database where all local
area coordinators, interviewers’ tasks (assignment to research projects, number of
interviews conducted etc.), performances (refusal rates), and capacity to comply with
the specific fieldwork procedures (e.g. selecting addresses and respondents,
respecting the particular date and/or part of the day for conducting the interviews etc.)
are recorded.
Quality and Control Department holds a database containing all the local area
coordinators and the interviewers, the surveys for which any of them was warned, the
costs involved in each of them work (incomes, transportation, etc.)
Data management
Data entry
PAPI (pencil and paper interview)
We now use the data entry tool called SPSS Data Entry. Thus, we are able to include
a maximum of logical controls, as to reduce the number of punching errors. The final
data file is SPSS format, and all variables are labeled. From the SPSS (.sav) format,
we may produce any type of database format (ASCII, dBase, etc.).
Specialized staff does coding, based on code-frames provided by the project
manager.
When having very complicated surveys, we proceed to the double entry as back
checking for correct data punching. The double entry is made for app. 10% from the
total sample.
4
Database cleaning
This operation is the responsibility of the project manager. He performs the following
checks:
Aberrant codes (not included in the list of listed responses), for each variable
Check of missing data; validation of questionnaires
Consistency of legal skips
All logical interrelations between variables (example – education and occupation)
These operations are performed with an SPSS syntax. The syntax is kept for the
record and can be checked by the Beneficiary.
Weighting procedures
However, if the final database will show distortions on demographic structure (when
compared to available statistics) larger than the statistical sampling error, we will
produce a weighting variable. In this case, on clients’ request the marginal
frequencies will be delivered both weighted and un-weighted.
5
Qualitative research
The mobile focus group recording equipment allows IMAS team holding session in
every corner of the country and contains simultaneous translation equipment, also.
The department capacity allows us to runs up to 100 focus group sessions and app.
200 in-depth interviews per year.
In the rest of the country regions, the recruitment is made by the field interviewers and
the monitoring is done by the local area coordinators. The backup monitoring is made
by the central coordinator.
6
2. Experi ence