Data collection in the field nonresponse error and questionnaire screening
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Data Collection in the Field, Nonresponse Error, and Questionnaire Screening PowerPoint PPT Presentation


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Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

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Data Collection in the Field, Nonresponse Error, and Questionnaire Screening



NONSAMPLING ERROR IN

MARKETING RESEARCH

Total Survey Error =

Sampling error (due to sample plan and sample size)

Plus...

Nonsampling error (all other errors in the survey)




NONSAMPLING ERRORS:

FIELDWORKER ERRORS

  • Intentional Errors

    • Interviewer cheating

    • Leading the respondent

  • Unintentional Errors

    • Interviewer characteristics

    • Interviewer misunderstanding

    • Fatigue


NONSAMPLING ERRORS: RESPONDENT ERRORS

  • Intentional Errors

    • Falsehoods

    • Nonresponse

  • Unintentional Errors

    • Misunderstandings

    • Guessing

    • Attention Loss

    • Distractions

    • Fatigue


FIELD DATA COLLECTION QUALITY CONTROL

  • Control of Intentional Fieldworker Error

    • Supervision

    • Validation

  • Control of Unintentional Fieldworker Error

    • Orientation sessions

    • Role-Playing sessions

  • Control of Intentional Respondent Error

    • Anonymity

    • Confidentiality

    • Incentives

    • Validation Checks

    • Third-Person Technique

  • Control of Unintentional Respondent Error

    • Reversals of Scale Endpoints

    • Prompters



NONRESPONSE ERROR IN SURVEYS

  • Refusal to Participate in the Survey

  • Break-Offs During the Interview

  • Refusals to Answer Specific Questions or Item Omissions


  • (completed interview)


MEASURING NONRESPONSE ERROR IN

SURVEYS

Response Rate =

Number of completed interviews

Number of eligible units in the sample


Response Rate =

+[/(+)]*(+)


  • (Advance Notification )(Monetary Incentives)(Follow-Up Mailings)


  • (weighted averages)

  • (oversampling)


PRELIMINARY QUESTIONNAIRE SCREENING

  • Checks of Completed Questionnaires

    • Unsystematic/Systematic

  • 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

    • Unreliable Responses



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