Quality Control

In the market research industry data quality is everything. Data quality needs to be a top priority – everything relies on it. We Put our energy into monitoring the quality of data this will helps to ensure the quality results, quality findings, and quality recommendations to ensure our data quality remains top-notch, we do the following:

1) Daily Data Review – This is something that becomes a daily morning ritual for us here in the Bunker whenever a project is in the field. Data must be reviewed as frequently as possible to ensure you are getting the correct, valuable and insightful information out of the targeted audience.

2) Continual auditing of calls (in real-time) – This help to ensure that the data is being entered properly and accurately, it helps make sure there is proper interpretation of the survey script by both the tele-surveyor and the respondent. By conducting these audits, we can be aware of potential problem that can arises and/or snowballs before it is too late.

3) Review of data by research analysts – Cleaning up open-ended responses is one thing, but to ensure the best quality data, it is imperative that an analyst reviews the data. The reason for reviewing data expands far beyond a simple check for typos and/or grammar. When an analyst reviews data, they can determine if the data is providing enough information for analysis. This includes confirmation that the answers are being answered properly and adequately where applicable. The analyst is more familiar with the project and will be able to put themselves in the client’s shoes – making sure the data will provide insightful and useful findings.
Aside from directly impacting the projects in queue, reviewing data will help you become a better market researcher because you learn from the ground up. Listening to and learning how people respond to questions over and over can you give your insight on how the minor tweaks/adjustments to question wording will impact responses. Reviewing data can help you learn to minimize respondent fatigue and frustration. All in all, data reviewing is an important process from multiple angles – because you’re essentially building the foundation for your research study.


Data breaches inevitably happen. Information gets lost, stolen or otherwise released into the hands of people who were never intended to see it — and those people often have malicious intent. We at Greenland understand the importance and abide to the GDPR policy.