MARKETING RESEARCH PART 14 pdf
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Data Collection in the
Field, Nonresponse
Error, and Questionnaire
Screening
Ch 14 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
Ch 14 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.
Ch 14 4
Data Collection Errors
Ch 14 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
Ch 14 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
Ch 14 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
Ch 14 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
Ch 14 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
Ch 14 11
How to Control Data Collection
Errors: Fieldworkers
Ch 14 12
How to Control Data Collection
Errors: Respondents
Ch 14 13
How to Control Data Collection
Errors: Respondents
Ch 14 14
Data Collection Errors with
Online Surveys
• Multiple submissions by the same
respondent
• Bogus respondents and/or responses
• Misrepresentation of the population
Ch 14 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
Ch 14 16
Nonresponse Error
• Response rate enumerates the
percentage of the total sample with
which the interviews were completed
Ch 14 17
Nonresponse Error
• CASRO response rate formula:
Ch 14 18
Reducing Nonresponse Error
• Mail surveys:
–Advance notification
–Monetary incentives
–Follow-up mailings
• Telephone surveys:
–Callback attempts
Ch 14 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.
Ch 14 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
Ch 14 22
Minimizing Non-Sampling
Error
–Care in constructing questionnaire
and instructions…pretest!
–Provide incentives to respondents
–VALIDATION…industry standard is
10%
