Reality of back-check calls in market studies in the Middle East & North Africa Region

Abstract

The quality subject of data collection in market research has led to the production of a wide range of research, often taking the form of
good practice guides to be used under ideal conditions and we have seen through our professional experience that they are not always
available, especially in certain regions. This study presents results of participant observation and in-depth interviews with professionals in the field, in the Middle East and North Africa region. They are about quality issues and the reality of use of certain quality control tools, with emphasis on back-check calls. Results show that despite all the barriers from local culture, calls should be carried out anyway, but should not be seen as a single mean of control. Decisions about calls depend on trust in the data collector, and quality of the data also depends on it.

Keywords: Backcheck calls, Market Studies, MENA Region, Quality Control