If brand preference data is collected instead of brand purchase data, the following error is said to be committed.
A) surrogate information error
B) population definition error
C) non-response error
D) measurement error
E) none of the above

Question

Quizplus · Accepted Answer

Surrogate information error occurs when a researcher uses an alternative measure (in this case, brand preference) instead of the direct measure they are interested in (brand purchase data). This can lead to inaccuracies in understanding the actual behavior or outcome.

If Brand Preference Data Is Collected Instead of Brand Purchase