A Marketing Researcher Subcontracts the Data Collection Process to a Field

question 46

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)none of the above

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Definitions:

Brain Waves

Oscillations of voltage in the brain that reflect different states of brain activity.

Bloodflow

The movement of blood through the circulatory system, delivering oxygen and nutrients to the body while removing waste products.

Wernicke's Area

A region of the brain important for language comprehension, located in the temporal lobe of the dominant hemisphere.

Cerebral Cortex

The outer layer of the brain's cerebrum, involved in complex mental functions such as thought, language, and consciousness.