Standard Article

Field Work/Data Collection Process

Part 2. Marketing Research

  1. Pamela Grimm

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02047

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Grimm, P. 2010. Field Work/Data Collection Process. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Kent State University, Kent, OH, USA

Publication History

  1. Published Online: 15 DEC 2010


Field work is a process of data collection using survey methods such as face-to-face interviews; telephone, postal, and online surveys; or observation. Each of these methods require different amount of field work and different degrees of skills and effort to administer the data collection process, execute the task of actual collection of data, and to finally get the data ready for analysis. If the survey method requires interviewer(s) to conduct the actual survey, they need to be trained regarding sampling procedure, means to get cooperation from respondents, role of verbal and nonverbal cues in influencing respondents, and other procedures and skills. They also need to ensure the security of data especially to protect the respondent's privacy and confidentiality. Because administration of data collection and actual collection of data require personnel with specialized skills and administrative capacity, most firms tend to subcontract the task of collecting data to other vendors who are equipped to handle this task. A very important sourcebook of information called The Green Book contains a list of such research vendors.


  • field work;
  • survey methods;
  • research vendors;
  • privacy and confidentiality of responses;
  • interviewer training