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Chapter

Fieldwork Data Quality Qualtrics


Department
Marketing
Course Code
MKT 3413
Professor
All

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Qualtrics, Fieldwork, & Data Quality
Class Objectives
Qualtrics advanced scales
How can fieldwork errors occur?
How can fieldwork errors be minimized?
Qualtrics coding and recoding
What are data quality issues?
Qualtrics Advanced Scales
Fieldwork Errors
A fieldwork error is any incorrect or biased response in a survey that occurs during data
collection

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Type of error
Control Mechanism(s)
Cheating
Leading respondents
Interviewer characteristics
Misunderstandings
Fatigue
Falsehoods
Nonresponse
Misunderstanding
Guessing
Attention loss
Distractions

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Fatigue
Name that Error!
Situation
Interviewer Error
Interviewee Error
Intentional
Intentional
Unintentional
A respondent says No opinion” to
every question asked.
When a mall intercept interviewer is
suffering from a bad cold, few
people want to take the survey.
Because a telephone respondent has
an incoming call, he asks his wife to
take the phone and answer the rest of
the interviewers questions.
A respondent grumbles about doing
the survey, so an interviewer decides
to skip asking the demographic
questions.
A respondent who lost her job last
year, gives her last year’s income
level rather than the much lower one
she will earn for this year.
Nonresponse Errors: Table 10.1
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