MKTG 460 Lecture Notes - Lecture 13: You Instead, Response Bias
Document Summary
Step 1: specify what information will be sought: Decide on method as early as possible because choice of method will influence the number and types of questions, wording of questions and response categories etc\ How many questions might be needed to deliver the required information. Consider whether our respondents are likely to have the information and if they"ll be willing to share it. Questions need to mean something to the respondent: The respondent needs to know something about the issue addressed by the question. Telescoping error: a type of error resulting from the fact that most people remember an event as having occurred more recently than it did. Gets worse as the time period respondents are asked to consider get shorter. Recall loss: a type of error caused by a respondent"s forgetting that an event. Recall loss are reduced as the time periods respondents are asked to consider get shorter.
