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 [...]... Monetary incentives – Follow-up mailings • Telephone surveys: – Callback attempts Ch 14 18 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 19 Unreliable Responses... the sample Ch 14 20 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 21 Minimizing Non-Sampling Error – Care in constructing questionnaire and instructions…pretest! – Provide incentives to respondents – VALIDATION…industry standard is 10% Ch 14 22 ...How to Control Data Collection Errors: Fieldworkers Ch 14 11 How to Control Data Collection Errors: Respondents Ch 14 12 How to Control Data Collection Errors: Respondents Ch 14 13 Data Collection Errors with Online Surveys • Multiple submissions by the same respondent • Bogus respondents and/or responses • Misrepresentation of the population Ch 14 14 Nonresponse Error • Nonresponse: failure on the part... 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 15 Nonresponse Error • Response rate enumerates the percentage of the total sample with which the interviews were completed Ch 14 16 Nonresponse Error • CASRO response rate formula: Ch 14 17 Reducing Nonresponse Error • Mail surveys: . 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. 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. 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