We offer the following services:
INTERVIEWING, MODERATING, CODING, TRANSCRIBING, RECRUITING and TRANSLATING.
In addition, we also offer:
DATA CAPTURING,
QUESTIONNAIRE DESIGN,
QUALITY ASSURANCE,
ANALYSING,
REPORT WRITING,
ONLINE PANELS,
FACE TO FACE INTERVIEWS,
TELEPHONIC INTERVIEWS,
ONLINE INTERVIEWS,
DESKTOP RESEARCH,
PAPI,
CAPI,
CATI,
MYSTERY SHOPPING,
SAMPLING,
BACKCHECKING AND QC,
FIELDWORKER TRAINING.
INTERVIEWING
We conduct telephonic and face-to-face interviews for both qualitative
and quantitative studies (consumers and businesses). For qualitative
studies we also conduct in-depth interviews. Our large team of well-trained and well-briefed fieldworkers allows us to handle studies of up to
5 000 face-to-face interviews. When interviewing telephonically, we can
of course do far bigger studies.
All our fieldworkers have graduated from Mictert’s School of Fieldwork,
and so have advanced communication skills and understand the
elements of good research. They have been trained to pose questions in
the correct way, to keep an eye out for discrepancies in respondents’
answers, and to probe reticent respondents to ensure the client receives
in-depth and accurate data.
On top of this, we make use of Reliability Checkbacks. This is a crucial
part of the interviewing process. Twenty-five percent of all fieldworkers’
completed questionnaires are back-checked by the project supervisor,
either telephonically, or, in areas without communication links, by
returning to the field if need arise.
All fieldworkers are also well supervised by our experienced supervisors.
You can therefore rest assured that the data you receive from Mictert is
totally reliable and of the highest quality. Aside from supervising the
fieldforce, these supervisors also do sampling (enumerated areas etc),
and negotiate with the relevant authorities for permission to carry out
interviews in the area.
MODERATING
We also specialise in the moderating of focus groups. A good moderator
is absolutely vital to the marketing research process.
Our experience and training in group dynamics allows us to extract the
relevant information from respondents, in a professional manner and
maintaining an easy flow of information. For this reason, we always
conduct focus groups in the respondents’ home language – our
moderators are all highly proficient in the eleven official languages.
The data received from such groups is thus always in-depth and of great
value to the client.
CODING
Following the completion of a fieldwork project, open-ended questions
need to be coded.
We convert the verbal data collected in the field, into a numeric form
acceptable to computer software, to enable tables and percentage
information to be produced.
We also provide a fast, accurate post-coding service for those studies for
which we have not done the interviewing.
TRANSCRIBING
Accurate report writing is dependent on the precise transcription of
cassettes used in focus groups and interviews.
We use a technologically advanced transcribing system which enhances
respondents’ voices and reduces noise on cassettes recorded during
focus groups and interviews. These sessions are then transcribed
verbatim by trained transcribers.
Since many of the focus groups which we run are conducted in one of
the African languages, transcribers also translate into English as they
work through the tapes. Both transcribing and translating are done
simultaneously, so clients enjoy considerable time saving.
Transcribing is also done directly onto computers, with transcripts being
emailed to clients, thus eliminating the traditional process of typing out
hand-written transcripts.
Not only do we transcribe for our own studies, but we also offer our
transcription service for studies conducted by other companies.
RECRUITING
Professional recruiting is essential, since respondents chosen will
provide the information on which marketers will base their decisions.
We recruit respondents for both interviews and focus groups, seeking out
precisely the right people who fit the study’s criteria.
Where necessary, respondents are provided with transport to and from
the research venues.
TRANSLATING
We offer a translation service for the translation of questionnaires into any
of the 11 official languages.
Word for word translations are often not sufficient – the translation must be
in the correct context. Our translators ensure accurate, faithful, and
idiomatically correct translations, as they speak multiple languages
fluently, with some being fluent in as many as 10 languages.
This service is also offered for focus groups, so that clients who choose to
watch the discussions from the observation room, can understand what is
being said by the group.
Mictert also offers this service for studies in which it has not otherwise
been involved.
Mictert Marketing Research
TEL: +27 11 886-1572 FAX: 086 541 1467
P.O Box 1798 Randburg 2125