MKTG 4204 Chapter Notes - Chapter 11: Data Analysis
28 Jan 2020
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Document Summary
Consists of all errors in a survey except those attributable to the sample plan and sample size: all nonresponse errors, data gathering errors, data handling errors, data analysis errors, errors in problem definition and question wording. Phase of the mr process during which respondents provide their answers or information in response to inquiries posted by the researcher. Errors committed by the individuals who administer questionnaires, typically interviewers. Consists of errors on the part of the respondent. Occur whenever a data collector willfully violates the data collection requirements set forth by the researcher. Attempting to influence the respondents answers through wording, voice inflection, or body language. Occurs when an interviewer commits an error while believing that he or she is performing correctly. Accent, sex, demeanor, voice, lack of experience etc. Occurs when an interviewer believes he or she knows how to administer a survey but instead does it incorrectly. Occur when respondents wilfully misrepresent themselves in surveys.
