Central office control

In conducting a marketing research project, a number of control measures have be applied to ensure that data collected remain relevant to the study. In this type of control supervisors provide quality and cost-control information to the central office so that a total progress report can be maintained. In addition to the control initiated in the field, other control measures may be added at the central office to identify potential problems. This includes tabulation of quota variables, important demographic characteristics, and answers to key variables.