Quality & Accuracy in Questions & Answers

By Ronald T. Nielson

Q & A sum up the foundation of NSØN’s data collection system. Q & A stand for the carefully formulated questions we ask and the answers we receive, but most importantly for the quality and accuracy of the data we collect. At NSØN, we realize that quality and accuracy are paramount to our product’s reliability and value. That’s why we prioritize quality and accuracy the way we do.

At NSØN, we employ various methods to ensure Q & A — methods we have developed and fine-tuned for the past 11 years. We know that when survey methods are properly created and executed, results are extremely accurate with the least margin of error. It is only this kind of precise, consistent data that we pass along to you —reliable data on which you can be confident to base decisions. Inaccurate, inadequate data is unreliable, and therefore useless.

NSØN collects data in a standardized, controlled way in order to be comparable across respondents. Our telephone surveys include standardized survey interviewing, a highly structured and regulated style of interviewing which prevents interviewers from altering the ordering or wording of questions or deciding who can be interviewed. We have learned from many years of experience that adhering to uniform procedures substantially minimizes survey error.

Quality and accuracy at NSØN are consistently achieved by using methods not regularly employed at other data collection firms. These methods include:

·        Monitoring every interviewer during every shift

·        Validating 10% of all interviews

·        Maintaining an 8:1 ratio of interviewers to supervisors

·        Requiring interviewers to complete stringent testing and training programs before starting.

At NSØN, we know that because interviewers are the medium through which measurements are taken, they play a significant role in the data collection process. Surprisingly, although most telephone data collection firms realize the importance of a representative sampling pool, a low rate of non-response, and a carefully crafted questionnaire, many of these same companies are lax in controlling the quality of the actual interviews.

At NSØN, each interviewer is monitored during every shift, and 10% of all interviews are validated. We know that attention to standards and quality at the source of collection results in accurate data. That’s why we maintain an 8:1 ratio of interviewers to supervisors.  All NSØN supervisors have previously worked as interviewers.  Our supervisors provide feedback to our interviewers on all aspects of data collection, and improvements are made, regardless of interviewers’ seniority or experience.

Prior to being hired, each NSØN interviewer must pass a reading and grammar test, and be able to type a minimum of 25 words per minute. Our interviewers are required to attend a one-day training program where they learn all aspects of data collection, including how to handle difficult responses and hard refusals. The NSØN training program includes a comprehensive final examination interviewers must pass before they begin conducting surveys.

Exuding a pleasant attitude, using a friendly tone of voice, assuring respondents that the survey won’t take long to complete, and asking for a better time to call back, are just a few things our interviewers do to minimize non-response and insure accurate data. We also discourage sloppiness, undue speed, and falsification by paying our interviewers flat rates instead of commissions.

NSØN questionnaires are reviewed meticulously to generate accurate data. Specific examples of nondirective probes, neutral feedback comments, pronunciation guides and definitions of terms are often included in our questionnaires as well.

We have learned that understanding and appreciating the purpose of different surveys gives our interviewers more confidence and belief in the work they are doing. So, although we don’t weigh them down with unnecessary details, we do provide our interviewers with a general understanding of the surveys they conduct.

Because the business of NSØN Opinion Research is built upon quality and accuracy, structured routines—including call-sheets, specific disposition codes, number verification, and selections procedures—are required.

            With all its variables, expert telephone interviewing is not easy work. It takes patience, perseverance and planning. But achieving quality and accuracy in our questions and answers guarantees NSØN will supply your company with data you can trust.

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