Measurement error in the design of questionnaires
A) can easily be calculated within a given number of standard deviations
B) may be of unknown direction and magnitude
C) does not require the degree of concern that is typically associated with sampling error
D) results from questions which measure something other than what they are intended to measure
E) both b and d

Question

Quizplus · Accepted Answer

Unlike sampling error,measurement error can't easily be calculated and may be of unknown direction and magnitude.It is often the largest source of preventable error in marketing research,far exceeding errors in sampling plans.It results from questions which measure something other than what they are intended to measure.

Measurement Error in the Design of Questionnaires