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Programmatic research Definition

Research done to develop marketing options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies.

A project audit in marketing research is a systematic review and evaluation of a research project's processes, data quality, methodology and adherence to protocols. It ensures the project was conducted according to best practices and identifies areas for improvement or compliance issues.

What are the key aspects of a project audit in marketing research?

• Review of research objectives and scope.
• Assessment of methodology and sampling procedures.
• Verification of data accuracy and consistency.
• Compliance with ethical and industry standards.
• Evaluation of fieldwork, recruitment and quality control measures.
• Identification of risks, errors or inefficiencies.

Why are project audits important in market research?

Project audits help validate the integrity and reliability of a research study. They ensure accountability, build stakeholder confidence, support continuous improvement and help prevent costly errors that could affect business decisions.

Who relies on project audits in marketing research?

• Research suppliers and agencies.
• Client-side insights teams.
• Compliance and quality assurance teams.
• Project managers and operations leads.
• Auditors and regulatory bodies.

How do market researchers use project audits?

Market researchers use project audits to evaluate the execution and outcomes of research projects, often during or after completion. By systematically reviewing project documentation, data and procedures, they assess whether the research met its objectives, followed appropriate protocols and delivered high-quality insights. Audits help uncover issues like sampling errors, inconsistent data collection or protocol deviations. They are also used to refine future research practices, enforce compliance with industry standards and strengthen client trust in the findings. Regular auditing is a cornerstone of operational excellence in research.