Zero-Tolerance is a philosophy and a mindset that translates into a framework, which has become the backbone of all the research that Market Pulse does. This is engrained in the firm’s DNA and is key in ensuring client satisfaction.

Market Pulse is the only research organization in India to have adopted zero-tolerance quality systems in fieldwork, data processing, analysis and reporting

In a nutshell, some of the salient features are:

• Rigorous training program for each interviewer on questionnaire administration and the business being surveyed.
• Scrutiny of 100% questionnaires to establish reliability and consistency of data.
• Back-check of 40% with supporting evidence is the norm.
• Monthly senior management internal audit.
• Customized software to facilitate data entry.
• Random checks on data entry to ensure accuracy to the tune of 99.9%.