Marketing Research Ch. 11

Front 1

2 types of errors in survey research

Back 1

Sampling (controlled)

Nonsampling

Front 2

Nonsampling error

Back 2

All errors in a survey except those attributable to the sample plan and size.

Cannot be measured by a formula.

Front 3

Nonsampling error includes: (5)

Back 3

1. All types of nonresponse error

2. Data gathering error

3. Data handling errror

4. Data analysis error

5. Interpretation error

(prob definition and question wording)

(mistakes are common)

Front 4

Data collection

Back 4

When respondents provide answers/info to inquiries posted to them by the researcher. Can increase the amount of nonsampling error but minimize the effects.

Front 5

2 types of errors in data collection

Back 5

Fieldwork

Respondent

Front 6

Fieldwork error

Back 6

Errors committed by the individual who administer questionnaires/interviews.

(can be dependent on resources)

-Intentional and unintentional errors

Front 7

Respondent error

Back 7

Errors on part of the respondent.

(Some methods of data collection have more error than others)

-Intentional and unintentional errors

Front 8

Intentional fieldwork errors

(2 types)

Back 8

Collection person willfully violates the data collection requirements set fourth by the researcher.

- Interviewer cheating and leading respondent

Front 9

Interviewer cheating

Back 9

Interviewer intentionally misrepresents respondents.

-Turn in uncompleted interviews as complete or interviews convenient people instead of designated person.

- Usually bc of compensation that is on a per completion basis

Front 10

Leading the respondent

Back 10

Influencing the respondents answers through word voicing, voice inflection, or body language.

-Change wording

Front 11

Unintentional fieldwork (interviewer) error

Back 11

Interviewer commits an error while believing they are performing correctly.

- Misunderstanding, fatigue, characteristics (accent, sex, demeanor, voice, gender, lack of experience)

Front 12

Interviewer misunderstanding

Back 12

Interviewer believes they know how to administer a survey but does it incorrectly.

( Hard to understand instructions, gap between questionnaire designers and interviewers)

Front 13

Fatigue related mistakes

Back 13

Interviewer becomes tired.

Front 14

Intentional respondent error

(2 types)

Back 14

Respondents willfully misrepresent themselves in surveys.

-Falsehoods and nonresponse

Front 15

Falsehoods

Back 15

Respondents fail to tell the truth in surveys.

(Could be mindless, sensitive topic, or want to deceive)

Front 16

Nonresponse

Back 16

Failure of prospective respondent to take part in the survey, premature termination of the interview, or refusal to answer specific questions.

(most common- distaste for surveys, busy schedules, and privacy issues)

-B2B most challenging

Front 17

Unintentional respondent error

Back 17

Respondent gives response that is not valid but they believe it is the truth.

Front 18

5 instances of unintentional respondent error

Back 18

1. misunderstanding

2. guessing

3. attention loss

4. distraction

5. fatigue

Front 19

Respondent misunderstanding

Back 19

Respondent gives answer without comprehending the question of instructions.

Front 20

Guessing

Back 20

Respondent gives answer in which they are uncertain of it's accuracy.

Front 21

Attention loss

Back 21

Interest in the survey wanes.

Front 22

Distractions

Back 22

Interruptions while taking the survey.

Front 23

Respondent fatigue

Back 23

Respondent becomes tired of participating in a survey. " No opinion"

Front 24

Supervison

Back 24

Administrators oversee the work of field data collection workers.

( may be known or disguised)

Front 25

Validation

Back 25

Verifies that the interviewer did the work. -aimed at falsification/cheating problem.

(Contact people to be sure they were interviewed and re administer questions)

Front 26

4 ways to minimize the unintentional fieldworker errors

Back 26

1. Selection and training

2. Orientation

3. Role playing

4. Methods to reduce fatigue

Front 27

Orientation sessions

Back 27

Meetings in which the supervisor introduces the survey and questionnaire administration requirements to fieldworkers.

Front 28

Role- playing sessions

Back 28

Dry runs or dress rehearsals of the questionnaire with someone plating the respondents role.

Front 29

5 ways to reduce intentional respondent error

Back 29

1. Anonymity

2. Confidentiality

3. Incentives

4. Validation checks

5. 3rd person techniques

Front 30

Anonymity

Back 30

Respondent is assured their name will not be associated with their answers.

Front 31

Confidentiality

Back 31

Respondent assured that their answers will remain private.

Front 32

Incentives

Back 32

Cash, gifts, or something of value promised to respondents in return for their participation.

(guilt trip)

Front 33

Validation checks

Back 33

Info provided by a respondent is confirmed during the interview.

Front 34

Third- person technique

Back 34

Instead of directly quizzing the respondent, the question is asked in terms of a 3rd person similar to the respondent.

(reduce falsehoods and non response)

Front 35

3 ways to control unintentional

Back 35

1. Questionnaire instructions and examples

2. Reversals of scale endpoints

3. Use of prompters

Front 36

Questionnaire instructions and examples

Back 36

Used to avoid respondent confusion, make clear.

Front 37

Reversals of scale endpoints

Back 37

Don't put all the negative aspects on one side and positive on the other, mix it up on a few items. - respond to individual questions. Negatively word a few questions.

Front 38

Prompters

Back 38

Statements that encourage people to stay on track. " We are almost done", " That was the most difficult part."

(% completed scale online)

Front 39

What is the marketing research industries biggest problem?

Back 39

Nonresponse

Front 40

Refusal

Back 40

Decline to take part in the survey.

(overcome by incentives, sponsored by edu, egoistic)

Front 41

Break-off

Back 41

Respondent reaches a certain point and then decides not to answer any more questions.

Front 42

Item ommision

Back 42

Percentage of the sample where people did not answer a specific question. " I don't know" option

(sensitive questions)

Front 43

Completed interview

Back 43

All the primary questions have been answered.

(secondary questions are demographic questions)

- must be defined

Front 44

CASRO response rate

Back 44

# of completed interviews divided by # of eligible units in sample.

Front 45

Dataset

Back 45

Matrix arrangement of numbers in rows and columns similar to Excel or a spreadsheet.

( row- answers, columns- questions)

Front 46

Data encoding

Back 46

Identification code values that are associated with the possible responses for each question on the questionnaire.

Front 47

Data book

Back 47

Identifies the questions,variable name/label, and codes associated.

(blank for a missing item)

Front 48

Incomplete response

Back 48

Break-off where the respondent stops answering in the middle of a questionnaire.

Front 49

Yea and nay- saying

Back 49

Yea-saying is responding yes or strongly agree to all questions. Nay-saying is responding negative to all questions.

Front 50

Middle- of- the- road pattern

Back 50

No opinion responses or "3".