Research Topics:

Data Quality | Field Management Services | Independent Field Director | The Business of Research

Content Type:

Glossary

Field Director Definition

The person at a research company responsible for the data collection phase of the survey. This includes selecting, hiring and training interviewers.

The role of field director in marketing research involves managing the practical aspects of data collection during a research study. This person is responsible for such tasks as recruiting participants, hiring and training field interviewers, designing survey methodologies and ensuring data quality. In other words, the field director makes certain that the data collection phase of a research study is executed smoothly and that the collected data is accurate and reliable. In particular, the director seeks to minimize potential biases and errors that could arise during data collection, which ensures that insights drawn from the research accurately reflect the target population. 

Who relies on a field director?

Marketing professionals and research agencies, businesses and nonprofit organizations seek out competent field directors to conduct studies that gather insights about consumer behavior, market trends and product preferences. Field directors with expertise in marketing research can ensure that the data collected is high quality and aligns with the research objectives.

Why should I care about a field director?

Field directors who lead marketing research studies directly impact the quality of data collected through their efforts. Directors rely on their experience and expertise in overseeing studies to make sure that data collection efforts are well-managed, can reduce biases and errors and enhance the reliability of the resulting insights.