3.2.2. Fieldwork Phase⁴¹

This phase lies in the hands of the market researcher and/or the executing agency. It is their responsibility to ensure, that the determined procedure is really executed. The fieldwork phase needs to be supervised and depending on the mode of data collection, the findings need to be collected and data needs to be analyzed. Depending on the survey mode, the interviewers have to be trained, esp. for telephone interviews, focus groups or face-to-face interviews to make sure, that they understood the background and scope of the survey. In addition, they should be able to respond on frequently asked questions.

Another important element is the complete documentation and the recording of the survey in order to ensure, that any later questions can be answered.

⁴¹ Vossebein, U. (2000), p. 30