Content Type:

Glossary

Share Print

Monitor Definition

A quality control measure that may involve observing, auditing and checking the interviewing to ensure that the required procedures are followed and to give feedback and instruction to the interviewers.

In market research, a monitor is an individual or tool responsible for overseeing research activities, ensuring data quality, adherence to protocols and participant engagement. The monitor supervises the process to maintain consistency, reliability and accuracy across the research study, whether it's a survey, focus group or observational study.

Who relies on a monitor in market research?

Market researchers, project managers, data analysts and quality control teams rely on monitors to ensure that research activities are conducted properly and that collected data is accurate and unbiased. Monitors are especially important in large-scale or high-stakes studies where data quality is critical.

What are key aspects of a monitor in market research?        

Key aspects include:

• Data quality assurance: Ensures data is collected accurately and free from bias.
• Protocol adherence: Ensures research procedures and ethical guidelines are followed.
• Participant engagement: Monitors participant responses and interactions to maintain data validity.
• Consistency: Oversees standardized data collection across different sessions or locations.
• Issue resolution: Identifies and addresses issues or discrepancies during data collection.

Why is a monitor important in market research?       

A monitor is important because they help maintain the integrity and validity of the research process. By ensuring adherence to protocols and monitoring for inconsistencies, a monitor reduces the risk of biased or inaccurate data, leading to more reliable and actionable insights for decision-makers.

How do market researchers use monitors?  

Market researchers use monitors to oversee data collection activities in studies, including surveys, focus groups and field research. Monitors ensure protocols are followed, participants remain engaged and data quality is maintained. This oversight helps researchers obtain trustworthy data, supporting accurate analysis and sound decision-making based on the findings.