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?

Question

Quizplus · Accepted Answer

The mistakes in data collection caused by the interviewers not following skip patterns and skipping difficult questions indicate interviewer error or bias. This could be due to lack of training or supervision.

A Marketing Researcher Subcontracts the Data Collection Process to a Field