KINGDOM OF CAMBODIA Nation Religion King ******************

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Build Bright University Marketing Research Dr. Elenida L. Maizo

Data Collection in the field, Non-response error, and Questionnaire Screening Prepared by: 1.Ms. Kim Synalyn
2.Ms. Seak Chanthou 3.Ms. Lor Tithchanbunnamy 4.Ms. Nguon Bonry
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Content
1.Non-sampling Error in Marketing Research 2.Possible Errors in Field Data Collection 3.Field Data Collection Quality Controls 4.Non-response Error 5.Reducing Non-response Error 6.Adjusting Result to deduce Nonresponse Error 7.Preliminary Questionnaire Screening 8.Summary
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1. Non-sampling Error in Marketing Research

Non-sampling error is defined as all errors in

a survey except those due to the sample plan and the sample size. Non-sampling error includes: all types of non-response error, data gathering errors, data handling errors, data analysis errors, and interpretation errors. It also includes errors in problem definition, question wording, and in fact, anything other than sampling error.

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2. Possible Errors in Field Data Collection

Data collection has the potential to greatly increase the amount of non-sampling error in a survey, because many non-sampling errors occur during data collection. Two general types: Fieldworker error and Respondent error. Within each general types it identify two classes of error: Intentional errors and Unintentional errors.
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2. Possible Errors in Field Data Collection (con.t)

a)

Fieldworker Errors-Intentional

It is occur whenever 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 the respondent: occurring when the interviewer influences the respondents answers through wording, voice inflection, or body language.

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2. Possible Errors in Field Data Collection (con.t) a) Fieldworker Errors- Unintentional

An unintentional interviewer error whenever an interviewer commits an error while believing that he or she is performing correctly. Interviewer characteristics: is found in the interviewers personal characteristics such as accent, gender, appearance Misunderstandings : occurs when an interviewer believes he or she knows how to administer a survey but instead does it incorrectly. Fatigue which can occur when an interviewer becomes tired.
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2. Possible Errors in Field Data Collection (con.t) b) Respondent Errors-Intentional

Unfortunately, there are respondents who willfully misrepresent themselves in surveys, and this intentional respondent error must be guarded against. Sometimes respondents do not tell the truth.

Falsehoods: occur when respondents fail to tell

the truth in surveys. Non-response: is a failure on the part of a prospective respondent to take part in the survey or to answer specific questions on the questionnaire
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2. Possible Errors in Field Data Collection (con.t)

b) Respondent Errors- Unintentional An unintentional respondent error occurs whenever a respondent gives a response that is not valid, but he or she believe that is the truth. Misunderstandings Guessing Attention loss Distractions Fatigue
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a)Control of intentional Fieldworker Error

There are two general strategies are:

3.Field data collection quality controls

Supervision: uses administrators to oversee the work

of field data collection workers.

Validation: verifies that the interviewer did the work.

This strategy is aimed at the falsification/cheating problem. One type of validation is for the supervisor to re-contact the respondent to find out whether he or she took part in theChapter 14, Group VIII survey.
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3.Field data collection quality controls (Cont)

b) Control of unintentional Fieldworker Error

Selection and training: its important to train them well so as to

avoid any biases resulting from manner, appearance, and so forth.

Orientation sessions: are meetings in which the supervisor

introduces the survey and questionnaire administration requirements to the fieldworkers.

Role playing sessions: are dry runs or dress rehearsals of the

questionnaire with the supervisor or some other interviewer playing the respondents role.
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3.Field data collection quality controls (Cont)

c) Control of intentional Respondent Error
Its important to minimize falsehoods and non-response on the parts of respondents. Tactics useful in minimizing include:

1.Anonymity:

occur when the respondent is assured that

his name will not be associated with his answers.

2.Confidentiality:

occurs when the respondent is given

assurances that his answers will remain private.

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3.Field data collection quality controls (Cont)

c) Control of intentional Respondent Error
3. Incentives : Another tactic for reducing falsehoods is the use of incentives, which are cash payment, gifts, or something of value promised to respondents in return for their participation. 4. Validation checks is the use for reducing falsehoods which information provided by a respondent is confirmed. 5. Finally, third-person technique can be used in a question is couched in terms of a third-person who is similar to the respondent. With an embarrassing question, the third-person technique may make the situation less personal.
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3.Field data collection quality controls (Cont)

d) Control of unintentional Respondent Error
The control of unintentional respondent error including well-drafted questionnaire instructions and examples, reversals of scale endpoints, and use of prompters. 1)Well-drafted questionnaire instructions and examples are commonly used as a way of avoiding respondent confusion. 2)A tactic we discussed the semantic differential is reversals of scale endpoints. 3)Finally, prompters are used to keep respondents on task and alert.
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4. Non- response Error

Non-response Error: occurs whenever a questionnaire is not completed by the respondent.

There are three types of non-response errors: Refusal: a prospective respondent may refuse to participate in the survey. Break-off: a respondent may break-off or stop answering in the middle of the survey. Refusal to answer: a respondent may refuse to answer a particular question but continue to answer following questions.
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4. Non- response Error (Cont)

Measuring Non-response Error in Surveys
Most marketing research studies report their response rate. The response rate essentially enumerates the percentage of the total sample with which interviews were completed.
Number of completed interview

Response rate =
Number of eligible units in sample

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4. Non- response Error (Cont)

Example: Measuring Non-response Error in
Surveys CARSO report
- All of the 1,000 sampled customers were eligible. The problem with approach is that sample size was 1.000 yet only 850 completions were obtained. - Therefore, response rate is 85%

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4. Non- response Error (Cont)

Completed Interview

Completed interview : Because they are not the primary focus of the study, a completed interview may be defined as one in which all the primary questions have been answered.

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5. Reducing Non- response Error

Many strategic to increase response rates such as:

1. Advance notification via postcard or telephone: 2. Monetary incentives 3. Follow-up mailings.

Call-back attempts - To reduce the not-at-homes, busy signals,

and no answers, several callback attempts should be made.

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6. Adjusting Results to Reduce Non-response Error

Non-response error should always be measured, and if we assess the degree of non-response to be a problem, we are obliged to make adjustments. There are at least two methods of compensating for its presence: weighted averages and over sampling.
Weighted averages : involve applying weights, believed to

accurately represent subgroups in the population. Over sampling: involves drawing a sample that is larger than the group to be analyzed.

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7. Preliminary Questionnaire Screening

Un-systematic and Systematic Checks of Completed Questionnaires Un-systematic check: the researcher flips though the stack in an arbitrary fashion. Systematic check: the researcher selects questionnaires with a random or systematic sampling procedure. Alternatively, he or she may draw a sample for each interviewer or even opt for a full inspection of every completed questionnaire depending on time, resources, and judged necessity.

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7. Preliminary Questionnaire Screening (Cont)

What to look for in Questionnaire Inspection The purpose of questionnaire inspection is to determine the degree of bad questionnaires and, if deemed advisable, to pull the ones with severe problems. Types of response problems found during questionnaire inspection: Incomplete questionnaire: questionnaire is incompletely filled out. The respondent apparently stopped answering questions at some point.
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7. Preliminary Questionnaire Screening (Cont)

Non-response to specific questions: The respondent refused to answer particular questions, but answered others before and after it. Yea-or nay-saying patterns: Respondent exhibits a persistent tendency to respond favorably or unfavorably, respectively, regardless of the questions.

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7. Preliminary Questionnaire Screening (Cont)

Middle-of-the-road patterns: no Respondent indicates

opinion to most questions. Unreliable responses:

Respondent is not consistent on test-retest equivalent forms, or some other reliability check.
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8. Summary
Non-sampling errors

Fieldworker errors Intentional errors Cheating Unintentional errors Interviewer characteristics Misunderstandi ngs Fatigue
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Respondent errors Intentional errors Falsehoods Unintentional errors Misunderstandi ngs Guessing Non-response Attention loss Distractions Fatigue
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Leading the respondent

8. Summary (Cont)
Total error in survey research is a combination of sampling error
and non-sampling error. Sampling error maybe controlled by the sample plan and size. Researchers must know both the sources of non-sampling error and how to minimize the effect on total errors.

At the same time, non-response errors of various types are encountered in the data collection phase and measured by the calculation of the response rate.

A weighted average method or over sampling may be applied to

bring the sample back into alignment with the tendencies such as yea-saying may be seen as well.
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population.

Invariably, incomplete questionnaires and refusals are present, and

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The end

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