Research Topics:

Field Audits | The Business of Research

Industry/Market Focus:

Retailing

Content Type:

Glossary

Field Audit Definition

An independent review and examination of system records and activities in order to test the adequacy and effectiveness data integrity procedures, to ensure compliance with established policy and operational procedures and to recommend any necessary changes. Sometimes called validations.

In marketing research, a field audit is an independent review of research collection activities to make certain that the study is accurate and effective. This process also can be called validation. This process involves physically observing and collecting data about various aspects of a market – for instance, product placements, pricing, promotional activities and customer behaviors – by directly visiting the field or market environment and collecting firsthand understanding of market dynamics.  Among the goals of the audit are to establish policy and operational procedures, as well as to recommend changes in the study. 

Who relies on field audits?

Businesses, brands and marketing teams seeking to assess how their products are displayed, priced and promoted in real-world settings employ field audits. What’s more, retailers use field audits to monitor their sales and ensure compliance with set standards.

Why should I care about field audits?

Field audits offer insights into how a business’s products and services are perceived and handled in market conditions. The insights identify opportunities for improvement, provide an understanding of customer behaviors and give advice on how to stay competitive. Audits provide a level of real-world accuracy that surveys or other research methods might lack. Marketing professionals and businesses use field audits to validate assumptions, adapt strategies and enhance marketing efforts.