MKT 300 Lecture Notes - Lecture 15: Job Satisfaction
Document Summary
There are many potential sources of measurement error, including the following: The respondent may be reluctant to express strong positive or negative the respondent feelings, or may have little knowledge but be reluctant to admit ignorance. Respondents may also suffer from temporary factors like fatigue, boredom, and anxiety. Situational factor: any condition that places a strain on the interview can have serious effects on the interviewer respondent rapport. If another person is present, for example, that person can distort responses by joining in, by distracting, or merely by being present. the interviewer. The interviewer can distort responses by rewording, paraphrasing, or reordering questions. Inflections of voice and conscious or unconscious prompting with smiles, nods, and so forth may encourage or discourage replies. (hence the importance of training interviewers!) the instrument. A defective instrument can distort in two major ways. First, it can be too confusing and ambiguous. The use of words beyond respondent comprehension is typical.
