MKT 500 Study Guide - Non-Sampling Error, Sildenafil
19 Nov 2014
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Document Summary
Chapter 11 dealing with fieldwork and data quality issues. All errors in a survey except those due to the sample plan and sample size. Errors in problem definition and question wording. Occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher. Interviewing cheating: occurs when the interviewer intentionally misrepresents respondents. Occurs whenever an interviewer commits an error while believing that he or she is performing correctly. Interviewer misunderstanding: occurs when an interviewer believes he or she knows how to administer a survey but instead does it incorrectly. Intentional respondents errors: occurs when respondents willfully misrepresent themselves in surveys. Falsehoods: occur when respondents fail to tell the truth in surveys, may feel embarrassed, might want to protect their privacy. Includes a failure on the part of the prospective respondent to take part in the survey.
