MKT 500 Lecture Notes - Lecture 7: Data Analysis, Sampling Distribution, Dependent And Independent Variables
Document Summary
Dealing with field work and data quality issues (chapter 11) Data collection & possible errors in field data collection. Data collection phase of the marketing research process where respondents provide their answers/info to questions made by researcher. Possible errors: fieldworker errors errors committed by the people who administer the questionnaires, respondent error errors made by the respondents, errors may be either intentional or unintentional. Data collection errors can occur with fieldworkers or respondents. Errors: personal characteristics, misunderstandings, fatigue, selection and training, orientation, roleplaying, breaks, alternate surveys, misunderstanding, guessing, attention loss, distractions, fatigue. Techniques: third-person techniques, well written questionnaire, reversal of scales, prompters, direct questions, response options ( unsure) Data collection errors with online surveys: multiple submissions by the same respondent, bogus respondents and/or responses, misrepresentation of the population. Nonresponse failure on the part of a prospective respondent to take part in a survey or to answer specific questions on the survey. Refusal respondent declines to participate in the survey.
