GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 14 pot

Data Collection in the
Field, Nonresponse
Error, and Questionnaire
Screening
Ch 14 2
Nonsampling Error in
Marketing Research
•
Nonsampling error includes
–
All types of nonresponse error
–
Data gathering errors
–
Data handling errors
–
Data analysis errors
–
Interpretation errors
Ch 14 3
Possible Errors in Field Data
Collection
•
Field worker error: errors committed
by the persons who administer the
questionnaires
•
Respondent error: errors committed
on the part of the respondent
•

Errors may be either intentional or
unintentional.
Ch 14 4
Data Collection Errors
Ch 14 5
Possible Errors in Field Data
Collection: Field-Worker Errors
•
Intentional field worker error: errors
committed when a data collection person
willfully violates the data collection
requirements set forth by the researcher
–
Interviewer cheating occurs when the
interviewer intentionally misrepresents
respondents
–
Leading respondents occurs when the
interviewer influences respondent’s
answers through wording, voice inflection,
or body language
Ch 14 6
Possible Errors in Field Data
Collection: Field-Worker Errors
•
Unintentional field worker error: errors
committed when an interviewer believes
he or she is performing correctly
–
Interviewer personal characteristics

occurs because of the interviewer’s
personal characteristics such as
accent, sex, and demeanor
Ch 14 7
Possible Errors in Field Data
Collection: Field-Worker Errors
–
Interviewer misunderstanding occurs
when the interviewer believes he or
she knows how to administer a survey
but instead does it incorrectly
–
Fatigue-related mistakes occur when
interviewer becomes tired
Ch 14 8
Possible Errors in Field Data
Collection: Respondent Errors
•
Intentional respondent error: errors
committed when there are respondents
that willfully misrepresent themselves in
surveys
–
Falsehoods occur 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

Ch 14 9
Possible Errors in Field Data
Collection: Respondent Errors
•
Unintentional respondent error: errors
committed when a respondent gives a
response that is not valid but that he or she
believes is the truth
–
Respondent misunderstanding occurs
when a respondent gives an answer
without comprehending the question
and/or the accompanying instructions
–
Guessing occurs when a respondent gives
an answer when he or she is uncertain of
its accuracy
Ch 14 10
Possible Errors in Field Data
Collection: Respondent Errors
–
Attention loss occurs when a
respondent’s interest in the survey
wanes
–
Distractions (such as interruptions)
may occur while questionnaire
administration takes place
–
Fatigue occurs when a respondent

becomes tired of participating in a
survey
Ch 14 11
How to Control Data Collection
Errors: Fieldworkers
Ch 14 12
How to Control Data Collection
Errors: Respondents
Ch 14 13
How to Control Data Collection
Errors: Respondents
Ch 14 14
Data Collection Errors with
Online Surveys
•
Multiple submissions by the same
respondent
•
Bogus respondents and/or responses
•
Misrepresentation of the population
Ch 14 15
Nonresponse Error
•
Nonresponse: failure on the part of a
prospective respondent to take part
in a survey or to answer specific
questions on the survey
–
Refusals to participate in survey

–
Break-offs during the interview
–
Refusals to answer certain
questions (item omissions)
•
Completed interview must be defined
Ch 14 16
Nonresponse Error
•
Response rate enumerates the
percentage of the total sample with
which the interviews were completed
Ch 14 17
Nonresponse Error
•
CASRO response rate formula:
Ch 14 18
Reducing Nonresponse Error
•
Mail surveys:
–
Advance notification
–
Monetary incentives
–
Follow-up mailings
•
Telephone surveys:
–

Callback attempts
Ch 14 19
Preliminary Questionnaire
Screening
•
Unsystematic and systematic checks
of completed questionnaires
•
What to look for in questionnaire
inspection
•
Incomplete questionnaires
•
Nonresponses to specific questions
(item omissions)
•
Yea- or nay-saying patterns
•
Middle-of-the-road patterns
Ch 14 20
Unreliable Responses
•
Unreliable responses are found when
conducting questionnaire screening,
and an inconsistent or unreliable
respondent may need to be
eliminated from the sample.
Ch 14 21
Minimizing Non-Sampling
Error

•
Cannot eliminate and cannot
measure (except for non-response
error)
•
Implement CONTROLS to minimize
error:
–
Close supervision of data
collectors
–
Training
Ch 14 22
Minimizing Non-Sampling
Error
–
Care in constructing questionnaire
and instructions…pretest!
–
Provide incentives to respondents
–
VALIDATION…industry standard is
10%