MKT 500 Chapter Notes - Chapter 11: Decision Rule, Data Analysis, Microsoft Excel

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Chapter 11: dealing with field work and data quality issues. The significance of understanding sampling is that we can control sampling error. Interpretation errors: errors in problem definition and question wording. Data collection: the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher. Respondent error: errors on the part of the respondent: some data collection methods have greater potential for respondent error than others, intentional errors: errors that are committed deliberately. Falsehood, non-response: unintentional errors: errors that occur without willful intent. Intentional fieldworker errors: occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher: interviewer cheating: occurs when the interviewer intentionally misrepresents respondents. Especially when compensation is based on a per-completion basis: leading the respondent: attempting to influence the respondent"s answers through wording, voice inflection, or body language. Most common intentional respondent error that researchers encounter.