Field operations are a major expense of marketing research firms. It is possible to outsource these operations from independent firms abroad. In India, we do not have many such companies. IMRB has between 3000 — 4000 permanent and temporary employees in the field at any point of time. Even companies like NFO India has around 2000. There are not many mainline research firms because of the high cost of setting up field operations. Though there are efforts to outsource these, the experiences are not good. Clients should also take interest in the field work by checking interviewers. They do go in for qualitative research focus groups. But quantitative research is ignored. If clients attend interviews, they will know whether there is understanding of questions and whether these are being asked properly. The order, the tone, the recording — all these make a difference. HUL takes field work seriously. They conduct field audits also. Such audits can be conducted by independent field investigators on the lines of audit by CAs. Research firms are thinking of setting separate firms for field operations. AC Neilson India has put in place an elaborate systems of data checks at multiple levels. Gallap MBA has a system of project managers, one in each region, who has overall responsibility of ensuring that each project is completed in time, and that quality standards are maintained. NFO India has put an All-India Field Information System which allows jobs to be monitored online.

As this is a people-oriented business, we have to focus on HR. The job is low paid and laborious. It is not easy to motivate such a force. There is a burnout after putting in some years. People tend to cut corners, and fudge data. The turnover is high. Mostly people are sourced through educational institutes and households. But we need highly educated researchers for complex projects. They may require special skills. Higher  pay scales attract career-oriented people now. They may progress into data processing research management and as heads of field operations. Recognition is the most important thing.