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

2. 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

3. 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

4. Nonsampling Errors Associated
With Fieldwork

5. 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

6. 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

7. 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)

8. 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

9. 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

10. 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

11. } { 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 } {

12. { 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 { {

13. } { 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 { { } {

14. 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)

15. 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).

16. 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)

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

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

19. 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) ?

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