The Association for Qualitative Research
The Hub of Qualitative Thinking

Field

The professional function within market research that handles project management and quality control regarding the recruitment of participants. Usually treated as a specialist activity, this function may be carried out by a department within a market research agency or by an external specialist field agency.

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This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

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