Chapter 14 Data Collection in the Field, Response Error, and Questionnaire Screening

Nonsampling Error in Marketing Research Nonsampling (administrative) error includes All types of nonresponse error Data gathering errors Data handling errors Data analysis errors Interpretation errors

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

Nonsampling Errors Associated With Fieldwork

Possible Errors in Field Data Collection Field-Worker Errors Intentional Intentional field worker error: errors committed when a fieldworker willfully violates the data collection requirements set forth by the researcher Interviewer cheating: occurs when the interviewer intentionally misrepresents respondents. May be caused by unrealistic workload and/or poor questionnaire Leading respondents: occurs when interviewer influences respondent’s answers through wording, voice inflection, or body language

Possible Errors in Field Data Collection Field-Worker Errors Unintentional 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 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

Possible Errors in Field Data Collection Respondent Errors Intentional 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 1) to take part in a survey or 2) to answer specific survey questions Refusals (respondent does not answer any questions) vs. Termination (respondent answers at least one question then stops)

Possible Errors in Field Data Collection Respondent Errors Intentional Refusals typically result from the topic of the study or potential respondent lack of time, energy or desire to participate Terminations result from a poorly designed questionnaire, questionnaire length, lack of time or energy, and/or external interruption

Possible Errors in Field Data Collection Respondent Errors Unintentional Unintentional respondent error: errors committed when a respondent gives a response that is not valid but that he or she believes is the truth

Possible Errors in Field Data Collection Respondent Errors Unintentional…cont. 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 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

} { How to Control Data Collection Errors Types of Errors Control Mechanisms Intentional Field Worker Errors Cheating Good questionnaire, Reasonable work expectation, Supervision, Random checks Leading respondent Validation Unintentional Field Worker Errors Interviewer Characteristics Selection and training of interviewers Misunderstandings Orientation sessions and role playing Fatigue Require breaks and alternate surveys } {

{ How to Control Data Collection Errors…cont. { Types of Errors Control Mechanisms Intentional Respondent Errors Assuring anonymity and confidentiality Falsehoods Incentives Validation checks Third person technique Nonresponse Incentives { {

} { How to Control Data Collection Errors…cont. { { Types of Errors Control Mechanisms Unintentional Respondent Errors Well-drafted questionnaire Misunderstandings Direct Questions: Do you understand? Guessing Response options (e.g., “unsure”) Attention loss Reversal of scale endpoints Distractions Fatigue Prompters { { } {

Data Collection Errors with Online Surveys Multiple submissions by the same respondent (not able to identify such situations) Bogus respondents and/or responses (“fictitious person,” disguises or misrepresents self) Misrepresentation of the population (over-representing or under-representing segments with/without online access and use)

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 (terminations) during the interview Refusals to answer certain questions (item omissions) Completed interview must be defined (acceptable levels of non-answered questions and types).

Nonresponse Error…cont. Response rate: enumerates the percentage of the total sample with which the interviews were completed Refusals to participate in survey Break-offs (terminations) during the interview Refusals to answer certain questions (item omissions)

Nonresponse Error…cont. CASRO response rate formula (not mathematically correct):

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

Preliminary Questionnaire Screening Unsystematic (flip through questionnaire stack and look at some) and systematic (random or systematic sampling procedure to select) checks of completed questionnaires What to look for in questionnaire inspection Incomplete questionnaires? Nonresponses to specific questions? Yea- or nay-saying patterns (use scale extremes only)? Middle-of-the-road patterns (neutrals on all) ?

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