MKT 500 Chapter Notes - Chapter 11: Non-Sampling Error

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1 Oct 2016
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Chapter 11 dealing with field work and data quality issues. Chapter 11: nonsampling error types, fieldworker, respondent errors of all types, how to control errors for fieldworkers and respondents, data collection errors for online and other surveys including nonresponse, refusal, breakoff, etc. Unintentional fieldworker error errors committed when an interviewer believe he or she is performing correctly the interviewer believes he or she knows how to administer a survey but instead does it incorrectly fatigue. Intentional respondent error errors committed when there are respondents who wilfully misrepresent themselves in surveys. Falsehoods occurs when respondents fail to tell the truth in surveys. Nonresponse occurs when the prospective respondent fails to take part in a survey or to answer specific questions on the survey. Multiple submissions by the same respondent bogus respondents and/or responses. Formula for nonresponse error, yea saying: answering yes or strongly agree for every answer.

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