Mkt Research Study Guide

Difference between Sampling Error and a Non Sampling Error?

Sampling Error: Difference between results obtained for a sample and the results we would have obtained had we gathered information from the whole population.

Non Sampling Error: error that arises in research that is not due to sampling. Non sampling errors can occur because of errors in conception, logic, interpretation of questions and replies, statistics, arithmetic, analyzing, coding, or reporting.

1) Best way to reduce non sampling errors?

By improving methods of data collection.

Types of Non Sampling Error:

• Non coverage Error – Non Observation Errors

• Non response Error – Non Observation Errors

• Response Error – Observation Errors

• Office Error – Observation Errors

2) What is Non Coverage Error?

Non Coverage Error: Arises because of a failure to include some units or entire sections of the defined target population in the sampling frame.

3) Overcoverage Error: Can arise because of duplication in the list of sampling units.

4) Response Rate: The number of completed interviews with responding units divided by the number of eligible responding units in the sample.

5) Coding: the Technical procedure by which raw data are transformed into symbols: it involves specifying the alternative categories or classes into which the responses are to be placed and assigning code #’s to the classes.

6) How do you handle missing data? Several options exist

1) Reporting Missing data as a separate category,

2) Eliminating the case with missing information from all analysis.

3) Eliminating the case with missing information from only using variables with missing information.

4) Conducting the respondent again.

7) Open-ended versus Closed-ended questions

Close –ended questions provide response categories for respondents. While open-ended questions...