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

2. Nonsampling Error in Marketing Research
Nonsampling error includes
All types of nonresponse error
Data gathering errors
Data handling errors
Data analysis errors
Interpretation errors
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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
Errors may be either intentional or unintentional.
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4. Data Collection Errors
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5. 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

6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. How to Control Data Collection Errors: Fieldworkers
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12. How to Control Data Collection Errors: Respondents
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13. How to Control Data Collection Errors: Respondents
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14. Data Collection Errors with Online Surveys
Multiple submissions by the same respondent
Bogus respondents and/or responses
Misrepresentation of the population
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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 during the interview
Refusals to answer certain questions (item omissions)
Completed interview must be defined
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16. Nonresponse Error
Response rate enumerates the percentage of the total sample with which the interviews were completed
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17. Nonresponse Error
CASRO response rate formula:
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18. Reducing Nonresponse Error
Mail surveys:
Advance notification
Monetary incentives
Follow-up mailings
Telephone surveys:
Callback attempts
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19. 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

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.
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21. 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
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22. Minimizing Non-Sampling Error
Care in constructing questionnaire and instructions…pretest!
Provide incentives to respondents
VALIDATION…industry standard is 10%
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