The more markets a data collection firm serves, the more time, money and energy are required to manage its internal operations, communicate among its satellite offices and provide its data collection capabilities.


Consumer Pulse, Inc., a 10-market, nationwide data collection network of permanent mall facilities and field offices headquartered in Detroit, has dramatically improved the management of these responsibilities as well as the quality of its data collection and internal procedures through the use of computers.

Richard Miller, principal of CPI, has developed a completely integrated computer system on the company's IBM System 36 which is capable of doing everything from coordinating data collection projects for its satellite offices to keeping track of the company's current financial status. With the satellite markets linked to the headquarter's system through the use of smaller versions of the IBM PC 36, projects can be costed, budgeted, scheduled and updated quickly and easily. Furthermore, as the job progresses, productivity is monitored. Meanwhile, information such as a market's availability, financial history of past projects, CPI's payroll, accounts payable and accounts receivable are completely integrated in the system and available to authorized CPI personnel.

Four programs

The system, says Miller, is comprised of four main programs: "Alert/Job Processing," "Job Tracking," "Tally Processing" and "Financial Applications."

Alert Processing is the initial program that the vice president of marketing at corporate headquarters or anyone of its satellite directors uses when a client calls for a project quotation. This program provides menu-driven screens for entering project specifications, formulas for costing and budgeting and availability for scheduling. Alert Processing assures the accuracy of communicating to all offices the same information. A cost estimate is provided "on the spot," thus making the firm more responsive to its clients.

If the client approves the project, the "alert" is turned into a confirmed study in a program called Job Processing. This program is the key to all work that is being conducted in the CPI network. The program stores job specifications, production summaries, on-going incidence and invoice data, all of which are automatically updated throughout the network and the life of the study. In addition, confirmation letters of study specifications or changes can be generated from this program.

All job information received at corporate or in the individual markets is then transmitted twice a day. This assures that each market has identical information which includes the number of briefing, travel, interviewing and supervisory hours required to complete the jobs, the number of days necessary to complete the studies in the mall or field and any other out of pocket expenses associated with the projects. This data is important for the individual offices because it helps them monitor their job productivity and maintain the client's budgets, says Miller.

The next program, Job Tracking, monitors productivity of each project in each market by requiring directors to provide daily tallies of the total number of interviews completed and the number of hours worked. This ensures that the interviews are being completed on time and that the project is being completed within its budget. Directors can then give clients quick and accurate reports and notify them of potential problems. This also allows markets to weekly transmit their payroll to corporate for processing.

Comparing incidence

Tally Processing is the third main program on the system. By taking the client's tally sheet, the program allows the satellite offices to key punch daily detailed tally information by interviewer. This allows management to compare actual incidence to quoted incidence and determine abnormal qualified or initial refusal rates among individual interviewers.

In addition, CPI has on its corporate staff a vice president of operations who acts as liaison among all markets and between clients, if necessary, by daily monitoring the Job Processing program for production in all markets to troubleshoot and solve problems.

Once the job has been completed, satellite offices confirm the out-of-pocket costs and update the project invoice if necessary. The entire job file and invoice are then sent back to corporate for processing.

After invoicing, a file is created called Job History. Here, the specifications and transactions of past research projects are stored. This enables CPI to analyze data collection trends, understand its client and study mix and develop its marketing plan. Also, should a client call back a year later and request that a similar project be conducted, all the specifications can be accessed for review. This file also keeps a record of the client's payment history and year-to-date sales.

Memo feature

Another valuable feature of the system is "Memo." Memo allows corporate and all markets to communicate with each other electronically and in print without the use of telephone and time. For instance, if a client changes a study specification, a memo can be sent to the appropriate markets indicating the change, thus each receives the same information in writing.

The final program of the system is a customized Financial Applications package which incorporates all aspects of sales, payroll and other accounting procedures including invoicing, general ledger, A/R and A/P. These functions are totally integrated with the Alert Program and are centralized at corporate headquarters. The program also generates detailed monthly sales reports and analysis of work in progress to aid the firm in scheduling and in sales efforts.

Because of CPI's total commitment to computerization, the computerized data collection aspect now represents approximately 30% of its business volume. To collect and process questionnaire data, the company uses IBM PC's and Sawtooth Software - the Ci2 System for computer interviewing in the malls and the field, the Ci2 CATI System for computer-aided telephone interviewing, the ACA System for conjoint analysis, the APM System for perceptual mapping and the Ci2 Coder for categorizing open-ended responses. Data collected is either sent to the client in the conventional manner or by modem. By eliminating data punching and cleaning, data can be tabulated and turned around more quickly and accurately than by traditional methods.

Insuring quality

The capabilities of CPI's computer system have put the company on the leading edge of how computers have revolutionized data collection and the marketing research industry, claims Karen Sams Miller, another principal of the company. "We are great believers that the system benefits the client, especially those working in multiple markets, and the management of our business by making our operation more efficient and responsive and thereby insuring the quality of data collection.

"Because projects are computer-controlled and analyzed, and with all offices tied into the same system, we are able to serve the client better and eliminate errors caused by paper and pencil and verbal communication, all for about the same cost as standard data collection," asserts Sams Miller. "Having the company's financial system tied into the package has also allowed us to get bills out faster, bring in revenue quicker, provide more consistent cost quotations and analyze our current position and plan better for the future."