Fielding the Data-gathering Instrument

Upon completing this chapter, you should understand: the importance of careful planning of the data collection process; the different types of interviews and requirements of each type; the importance of identifying "qualified respondents" and probing; the errors of omission and commission...

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Bibliographic Details
Published inThe Essentials of Marketing Research pp. 168 - 184
Main Authors Silver, Lawrence, Stevens, Robert, Wrenn, Bruce, Loudon, David
Format Book Chapter
LanguageEnglish
Published Routledge 2013
Edition3
Subjects
Qualified Respondents
Select Respondents
Vegetable Soup
Key Words
Internet Surveys
Vice Versa
Indepth Interviews
Es Tp
Mailed Sample Survey
University's Human Subjects Committee
Respondent's Answer
Sampling Frame Errors
Causal Research
Simulated Test Markets
Mail Surveys
Random Assignment
Industrial Marketing Research
Nonsampling Errors
Money Market Deposit Account
Interviewer Guide
Tolerated Error Range
Nonresponse Errors
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Summary:Upon completing this chapter, you should understand: the importance of careful planning of the data collection process; the different types of interviews and requirements of each type; the importance of identifying "qualified respondents" and probing; the errors of omission and commission of data collection; the sources of error in the research process and in data collection.
ISBN:9780415899284
0415899281
041589929X
9780415899291
DOI:10.4324/9780203182598-13