Data collection in the field nonresponse error and questionnaire screening
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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

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


Data collection in the field nonresponse error and questionnaire screening


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)


Data collection in the field nonresponse error and questionnaire screening


Data collection in the field nonresponse error and questionnaire screening


Data collection in the field nonresponse error and questionnaire screening

NONSAMPLING ERRORS:

FIELDWORKER ERRORS

  • Intentional Errors

    • Interviewer cheating

    • Leading the respondent

  • Unintentional Errors

    • Interviewer characteristics

    • Interviewer misunderstanding

    • Fatigue


Data collection in the field nonresponse error and questionnaire screening

NONSAMPLING ERRORS: RESPONDENT ERRORS

  • Intentional Errors

    • Falsehoods

    • Nonresponse

  • Unintentional Errors

    • Misunderstandings

    • Guessing

    • Attention Loss

    • Distractions

    • Fatigue


Data collection in the field nonresponse error and questionnaire screening

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


Data collection in the field nonresponse error and questionnaire screening


Data collection in the field nonresponse error and questionnaire screening

NONRESPONSE ERROR IN SURVEYS

  • Refusal to Participate in the Survey

  • Break-Offs During the Interview

  • Refusals to Answer Specific Questions or Item Omissions


Data collection in the field nonresponse error and questionnaire screening

  • (completed interview)


Data collection in the field nonresponse error and questionnaire screening

MEASURING NONRESPONSE ERROR IN

SURVEYS

Response Rate =

Number of completed interviews

Number of eligible units in the sample


Data collection in the field nonresponse error and questionnaire screening

Response Rate =

+[/(+)]*(+)


Data collection in the field nonresponse error and questionnaire screening

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


Data collection in the field nonresponse error and questionnaire screening

  • (weighted averages)

  • (oversampling)


Data collection in the field nonresponse error and questionnaire screening

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


Data collection in the field nonresponse error and questionnaire screening


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