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Communication and Marketing Research Group Limited (CMRG) is an independent Marketing Consultancy firm based in Lagos, Nigeria. Incorporated in 1999, the firm had since commenced operations with a mission to excel through provision of quality research services delivered on time.
Organizational Structure      >Quality Control
Organization Structure
 >Executive/Client
 >Data Collection
 >Quality Control
 >Data Processing
CMRG Omnibus Survey
 >Features
 >Benefits/Uses
 >Location
 >Sample size/Analysis
 >Timing/Cost
Clients
Vision
 
 
 
 
 
 
 
 
 
Quality Control Measures
Quality control measures are often put in place to ensure that valid and reliable data are obtained from the field. Although, there are general guidelines, the peculiarities of a particular study will inform specific control to be adopted. However, the following represents the basic measures of control:
• Comprehensive briefing and training of all field personnel on the scope, modality and demand of study.

• The group interview method is usually adopted in a survey in order to enhance compact supervision, thereby eliminating incidence of fraud and this also allows for immediate on-the-spot check/editing of questionnaires.

• Interviewers are trained to be sensitive to the norms and mores of the average Nigerian society in a local setting. To this end, efforts are made to use interviewers who are resident in each town/locality and who speak local language of relevance.

• Interviewers are to assure respondents of complete anonymity and shall treat all responses as confidential.

• Field coordinators and Quality Control managers are expected to back-check at least, 20% of achievements during field work, usually adopting the multi-supervisory-level approach.

• Aside editing on field, completed questionnaires are also edited in the office. This is prior to listing of responses [in case of open-end questions], followed by classification into compatible groupings to form the coding frame.

• Coding and editing is usually done by our trained hands under the supervision of the executive in charge of the project and a senior field supervisor.

• Analysis and reporting is done by the project director, in conjunction with other executives in the team.

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