A Marketing Researcher Subcontracts the Data Collection Process to a Field

question 16

Multiple Choice

A marketing researcher subcontracts the data collection process to a field services firm.After the data is collected,the researcher is editing the questionnaires,and finds a large number of mistakes.In many cases skip patterns were not followed,and difficult questions were often skipped.The researcher contacts several of the persons that did the interviewing and finds that they received little,and in some cases,no training or supervision.What kind of error is evident here?

• A)processing error
• B)interviewer error (bias)
• C)surrogate information error
• D)measurement instrument bias
• E)sampling error

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Definitions:

Alluvial Fan

A low, gently sloping mass of sediment, shaped like an open fan or a segment of a cone; typically deposited by a stream where it exits a mountain range or joins a main stream.

Ice-Core Data

Data obtained from cylinders of ice drilled from glaciers or ice sheets, used to study past climates and atmospheric compositions.

Ice Cores

Cylinders of ice drilled from glaciers and ice caps, which are studied to understand past climate conditions through the analysis of trapped gas bubbles and particulate matter.

Desert Feature

Characteristics or remarkable landmarks found in desert landscapes, such as dunes, oasis, or rock formations.