Data Collection, Non-response Error, & Questionnaire Screening

“There is a growing reluctance on the part of the public to participate in surveys. Gathering survey data is challenging, and it will continue to be challenging for the long run.” Diane Sadler-Diaz, Martin Research, Inc.

“The best laid plans... “ n Most applicable to the data collection phase. n Researcher relinquishes control of the process. n Non-sampling error. n Non-response error. n Questionnaire screening.

Non-sampling Error in Marketing Research n With probability samples, the amount of sampling error can be measured by using a standard error formula (s e =sd/(n 1/2 )). n Non-sampling error - all errors in a survey except those due to the sampling method and sample size. n Anything besides sampling error! n Greatest potential for non-sampling errors occurs during the data collection phase

Forms of Non-sampling Errors n all types of non-response error n data gathering errors n data handling errors n data analysis errors n interpretation errors

Possible Errors in Field Data Collection n Fieldworker error - errors committed by those who administer the questionnaire n Respondent error - errors on the part of the respondent n Sub-categories in each type u intentional errors u unintentional errors

Fieldworker Errors n Intentional u Interviewer cheating u Leading the respondent n Unintentional u Interviewer characteristics u misunderstanding u Fatigue-related mistakes

Respondent Errors n Intentional u Falsehoods u Refusals n Unintentional u Respondent misunderstanding u Guessing u Attention loss u distractions u Respondent fatigue

Data Collection Error Control - Fieldworkers n Intentional errors u Tight supervision and monitoring u Validation of respondent’s participation in the survey n Unintentional errors u Orientation and training u Interviewer role playing

Data Collection Error Control - Respondents n Intentional errors u assuring anonymity u assuring confidentiality u offering some form of incentive u validation checks u “Third person” technique n Unintentional errors u Good questionnaire instructions and examples u Reversals of sale end points u “Prompters” where respondents might exhibit fatigue

Ethical Issues in Field Data Collection n It is unethical to: u Lie to prospective respondent about the purpose of the survey u Misrepresent the sponsor of the survey u Provide respondents’ names to the sponsor as sales leads without the respondents permission u Recruit and train interviewers, duping them into believing they are performing marketing research when they are actually generating sales leads. u Detect evidence of interview cheating and not take measures to eliminate this behavior.

Ethical Issues in Field Data Collection n It is also unethical to: u Not honor promises of anonymity or confidentiality. u Badger or pester an uncooperative respondent. u Tell the respondent that the survey will only take a few minutes when in fact, it will require substantially more time to complete. u Discover a data coding or data entry error and not make corrections.

Non-response Error in Surveys n The marketing research industry’s biggest problem! n A failure on the part of a prospective respondent to take part in the survey or to answer specific questions on the questionnaire. u Refusals to participate u Break-offs u Refusal to answer specific questions

Reducing Non-response Error in Surveys n Advance notification n Monetary incentives n Follow-up mailings

Preliminary Questionnaire Screening - What to Look For! n Incomplete questionnaires n Non-responses to specific questions n Yea- or nay-saying patterns n Middle-of-the-Road Patterns n Unreliable responses