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Conversation One
M: So how long have you been a Market Research Consultant?
W: Well, I started straight after finishing university.
M: Did you study market research?
W: Yeah, and it really helped me to get into the industry, but I have to say that it's more important to get experience in different types of market research to find out exactly what you're interested in.
M: So what are you interested in?
W: Well, at the moment, I specialize in quantitative advertising research, which means that I do two types of projects. Trackers, which are ongoing projects that look at trends or customer satisfaction over a long period of time. The only problem with trackers is that it takes up a lot of your time. But you do build up a good relationship with the client. I also do a couple of ad-hoc jobs which are much shorter projects.
M: What exactly do you mean by ad-hoc jobs?
W: It's basically when companies need quick answers to their questions about their consumers' habits. They just ask for one questionnaire to be sent out for example, so the time you spend on an ad-hoc project tends to be fairly short.
M: Which do you prefer, trackers or ad-hoc?
W: I like doing both and in fact I need to do both at the same time to keep me from going crazy. I need the variety.
M: Can you just explain what process you go through with a new client?
W: Well, together we decide on the methodology and the objectives of the research. I then design a questionnaire. Once the interviewers have been briefed, I send the client a schedule and then they get back to me with deadlines. Once the final charts and tables are ready, I have to check them and organize a presentation.
M: Hmm, one last question, what do you like and dislike about your job?
W: As I said, variety is important and as for what I don't like, it has to be the checking of charts and tables.
Questions 1 to 4 are based on the conversation you have just heard.
Q1: What position does the woman hold in the company?
Q2: What does the woman specialize in at the moment?
Q3: What does the woman say about trackers?
Q4: What does the woman dislike about her job?
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