MKT 500 Lecture Notes - Lecture 11: Codebook, Data Analysis
11 Aug 2016
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Document Summary
Chapter 11: dealing with field work and data quality issues. Non-sampling error is defined as all errors in a survey except those due to the sample plan and sample size. These include: all types of nonresponsive errors, data gathering errors, data handling errors, data analysis errors. Data collection has the potential to greatly increase the amount of non- sampling error in a survey. It"s the phase of the marketing research process during in which respondents provide their answers or information to inquiries posed to them by the researcher. Possible errors in field data collection non-sampling errors are committed by fieldworkers and respondents. Fieldworkers error are errors committed by individuals who administer questionnaires, typically interviewers. Respondent errors errors on the part of the respondent. Intentional fieldworker errors occur when a data collection person wilfully violates the data collection requirement set forth by the researcher. There are 2 main kind: interviewer cheating and leading the respondent: interviewer cheating.
