Marketing research

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
There are 2 kinds of error in survey research:
Sampling error
Nonsampling error
- which is defined as all errors in a survey except those due to the sample plan and sample size.
all types of nonresponse error,
data gathering errors,
data handling errors, (4) data analysis errors,
(5) interpretation errors
Cannot be measured!

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Possible errors in the field data collection

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Field data collection quality control

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Data Collection Errors with Online Surveys
Multiple submissions by the same respondent
Bogus respondents and/or responses
Misrepresentation of the population

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Nonresponse error
Nonresponse is defined as a failure on the part of a prospective respondent to take part in the survey or to answer specific questions on the questionnaire.
There are 3 different types of potential nonresponse error:
A prospective respondent may refuse to participate in the survey
A respondent may break off or stop answering in the middle of the survey
A respondent may refuse to answer a particular question but continue to answer following questions

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Measuring nonresponse error
The response rate essentially enumerates the percentage of the total sample with which interviews were completed.
Response rate is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Measuring nonresponse error

Ron Mary Pam Isabelle Designation
Completed 20 30 15 19 C
Refused 10 2 8 9 R
Ineligible 15 4 14 15 IR
Busy 20 10 21 23 B
Disconnected 0 1 3 2 D
Break-off 5 2 7 9 T
No answer 3 2 4 3 NA
Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Discussion question: Оn your first day as a student marketing intern at the O-Tay Research Company, the supervisor hands you a list of yesterday’s telephone interviewer records. She tells you to analyze them and to give her a report.
Well, get to it!

Marketing research
Chapter 13 – nonresponse error and questionnaire screening – step 9
Reducing Nonresponse Error
Mail surveys:
Advance notification
Monetary incentives
Follow-up mailings
Telephone surveys:
Callback attempts