Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Nonsampling Error in Marketing Research Nonsampling error includes All types of nonresponse error Data gathering errors Data handling errors Data analysis errors Interpretation errors Ch 14

Possible Errors in Field Data Collection Field worker error: errors committed by the persons who administer the questionnaires Respondent error: errors committed on the part of the respondent Errors may be either intentional or unintentional. Ch 14

Data Collection Errors Ch 14

Possible Errors in Field Data Collection: Field-Worker Errors Intentional field worker error: errors committed when a data collection person willfully violates the data collection requirements set forth by the researcher Interviewer cheating occurs when the interviewer intentionally misrepresents respondents Leading respondents occurs when the interviewer influences respondent’s answers through wording, voice inflection, or body language Ch 14

Possible Errors in Field Data Collection: Field-Worker Errors Unintentional field worker error: errors committed when an interviewer believes he or she is performing correctly Interviewer personal characteristics occurs because of the interviewer’s personal characteristics such as accent, sex, and demeanor Ch 14

Possible Errors in Field Data Collection: Field-Worker Errors Interviewer misunderstanding occurs when the interviewer believes he or she knows how to administer a survey but instead does it incorrectly Fatigue-related mistakes occur when interviewer becomes tired Ch 14

Possible Errors in Field Data Collection: Respondent Errors Intentional respondent error: errors committed when there are respondents that willfully misrepresent themselves in surveys Falsehoods occur when respondents fail to tell the truth in surveys Nonresponse occurs when the prospective respondent fails to take part in a survey or to answer specific questions on the survey Ch 14

Possible Errors in Field Data Collection: Respondent Errors Unintentional respondent error: errors committed when a respondent gives a response that is not valid but that he or she believes is the truth Respondent misunderstanding occurs when a respondent gives an answer without comprehending the question and/or the accompanying instructions Guessing occurs when a respondent gives an answer when he or she is uncertain of its accuracy Ch 14

Possible Errors in Field Data Collection: Respondent Errors Attention loss occurs when a respondent’s interest in the survey wanes Distractions (such as interruptions) may occur while questionnaire administration takes place Fatigue occurs when a respondent becomes tired of participating in a survey Ch 14

How to Control Data Collection Errors: Fieldworkers Ch 14

How to Control Data Collection Errors: Respondents Ch 14

How to Control Data Collection Errors: Respondents Ch 14

Data Collection Errors with Online Surveys Multiple submissions by the same respondent Bogus respondents and/or responses Misrepresentation of the population Ch 14

Nonresponse Error Nonresponse: failure on the part of a prospective respondent to take part in a survey or to answer specific questions on the survey Refusals to participate in survey Break-offs during the interview Refusals to answer certain questions (item omissions) Completed interview must be defined Ch 14

Nonresponse Error Response rate enumerates the percentage of the total sample with which the interviews were completed Ch 14

Nonresponse Error CASRO response rate formula: Ch 14

Reducing Nonresponse Error Mail surveys: Advance notification Monetary incentives Follow-up mailings Telephone surveys: Callback attempts Ch 14

Preliminary Questionnaire Screening Unsystematic and systematic checks of completed questionnaires What to look for in questionnaire inspection Incomplete questionnaires Nonresponses to specific questions (item omissions) Yea- or nay-saying patterns Middle-of-the-road patterns Ch 14

Unreliable Responses Unreliable responses are found when conducting questionnaire screening, and an inconsistent or unreliable respondent may need to be eliminated from the sample. Ch 14

Minimizing Non-Sampling Error Cannot eliminate and cannot measure (except for non-response error) Implement CONTROLS to minimize error: Close supervision of data collectors Training Ch 14

Minimizing Non-Sampling Error Care in constructing questionnaire and instructions…pretest! Provide incentives to respondents VALIDATION…industry standard is 10% Ch 14