Quality Standards

To ensure superior standards of quality, all projects at UMG® are conducted as per the rules, regulations and ethics of ICC/ ESOMAR and ethical codex of AMA.

UMG® is a member of Ukrainian Marketing Association and in its activity keeps to the UMA marketing research quality standards.

In course of every project we adhere to strict procedures of data control. UMG® has separate Department of Control. Moreover in every region of our operations there is a separate network for additional quality control.

Field stage control
Back check control by phone (with audio-recording) and second visit of not less than 50% of the respondents participating in the project. 

The rolling control
Every month not less than two regions of Ukraine (chosen at random without informing the region representatives) are under the maximum, 100% control of the quality of fact and the quality of conducting interviews for all projects. In that way, under the permanent menace of the total control of the questionnaires, the discipline of interviewers and region representatives and the quality of execution is ensured.

Control of questionnaires logical completing.
It is realized by separate department of logical control. Computerized procedures of data quality checking - 100% of questionnaires are logically checked with help of specialized software Athena Research (data cross-comparison on many features including codes of cach interviewer is used), and also more than 10 computerized procedures of quantitative data quality analysis.

Specially created data base of all interviews conducted in a last 6 years

• To avoid the interviewers’ work with the same respondents from one project to another (the own, “agreed” respondents), UMG supports the complete electronic database of all those who participated in surveys (from the beginning of 2003).
• After the technical check of questionnaires the special procedure of comparing the new massive with the existing database is conducted

 UMG also has the following procedures that facilitate fieldwork quality increasing:

• + 10% additional questionnaires made
• Tape recording used during In-hall tests
• Second check interviews with potential FGI participants
• Personal ID for each interviewer

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