MKT 500 Study Guide - Data Analysis, Frequency Distribution, Central Tendency
Document Summary
Chapter 10 data collection and basic descriptive statistics. Nonsampling errors: errors in research process involving anything except the sample size. Fieldworkers: individuals hired to administer the survey to respondents. Intentional fieldwork errors: interviewers deliberately falsify their work by, for example, submitting bogus completed questionnaires: unintentional fieldwork errors: interviewers make mistakes such as those caused by fatigue, or lack of understanding of how to administer the questions. Respondent errors: errors committed by respondents when answering the questions in a survey. Intentional respondent errors: those committed when the respondent knowingly provides false answers or fails to give an answer: unintentional respondent errors: occurs when respondent is confused, distracted, or otherwise inattentive. Unless controls are in place, there can be misrepresentations in online surveys. Nonresponse: failure on the part of a prospective respondent to take part in the survey or to answer specific questions on the questionnaire.
