Propuesta de mejora a la calidad en el proceso de recolección de datos en una firma encuestadora de Cali.

Abstract

The investigations of markets is currently one of the general tools that lets us find a way to success in a project, however accomplishing with the rules of quality in the phase of picking information of a study is a hard task to accomplish because we continue focused on this phase, it requires accompaniment to the ones who interfere in it. The current task done from a qualitative focus analyzed the process of picking data while there were going on a variety of studies of market during the first semester of the year 2019 on a Colombian polling firm that has presence in the national territory with regional headquarters in Cali. For the realization of the job there was an interview semi structured as the source of of data collection required, such instrument was applied in a group of pollsters and a coordinator of studies of market. Considering the access to information and the availability of pollsters at the time of doing this study, non-probability sampling was used, for this purpose, six contractor pollsters were interviewed and one person in charge of coordinating studies of market in Cali; there was also relevant data obtained from the participative information and non participative in the process of data picking. With theses techniques it was possible to identify the role that such collaborators play in the phase of data picking with polls on the study of market. The análisis of information allowed to identify fails in the fulfillment of aspects related to the conduct of ethic, honesty and veracity of the task of the field done, fundamental aspects for the evolution of the activities from the pollster according to rule ISO 20252 and the code of international ethic ESOMAR. Finally, starting from the findings identified, there was a plan proposed from improvement pointing out key aspects like correct supervision and accompaniment to the evolution of training and other recommendations for the task of data picking on the use of technological tools and direct supervision of the first interviews, with the objective of having a trustworthy interpretation in the results of the investigation.