Survey Field Work in Latin America
Los Medios y Mercados de Latinoamérica is conducted annually in 19
countries of Latin America. This project would not be possible without the contribution of
the numerous local people over the years. This page is a tribute to all these wonderful
people: the field managers the supervisors and the interviewers. Of course, we must not
forget the tens of thousands of respondents who have participated in this study.
- Photo 1: Guatemala City, Guatemala
(photo by Nitzia Thomas) Everything begins in the home office, usually in the "war
room" with the maps on the wall. "Where will we be going today? What will we do
out there? ..." It should be remembered that we use probability sampling to draw the
field sampling points.
- Photo 2: Caracas, Venezuela (photo by
Monica LaMadrid) The field work is usually done on a concentrated scale by a team of
interviewers, usually led by a supervisor. Here is a group picture taken before setting
- Photo 3: Quito, Ecuador (photo by
Pablo Verdin) Notwithstanding the detailed maps, one often finds it necessary to ask for
directions from local residents.
- Photo 4: La Paz, Bolivia (photo by
Pablo Verdin) Sometimes, the houses may exist but the road has not been paved yet.
- Photo 5: Mexico City, Mexico (photo by
Deborah Levy) So it is often important to make sure that you wear the right shoes, because
you may have to walk over some unexpected terrain.
- Photo 6: Bogotá, Colombia (photo by
Pablo Verdin) When there are questions about the field directions, the supervisor makes
- Photo 7: Lima, Peru (photo by Pablo
Verdin) How about a pose for the photographer to commemorate the occasion before we start?
- Photo 8: Bogotá, Colombia (photo by
Deborah Levy) Now for the real work ... "Hello, I am from a market research firm
- Photo 9: Quito, Ecuador (photo by
Pablo Verdin) The respondents may not be willing to invite a stranger into their homes,
but they are willing to stand outside and speak at length.
- Photo 10: San Juan, Puerto Rico
(unknown photographer) Here is every interviewer's dream --- a nice comfortable sofa and a
- Photo 11: Asunción, Paraguay (photo
by Pablo Verdin) And now a photograph after the interview is done.
- Photo 12: Montevideo, Uruguay (photo
by Pablo Verdin) But nothing is considered to be completed until the field supervisor
finishes the quality control work.
- Photo 13: New York City, NY, USA
(photo by Roland Soong) Not everything takes place in Latin America, either. In January
1999, Wendy Parodi from Lerner Associates (Peru) came to Audits &
Surveys Worldwide to learn about our operations.
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