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 errors in the data collection process, specifically the failure to follow skip patterns and skipping difficult questions, suggest interviewer error or bias. This is further supported by the fact that the interviewers received little to no training or supervision. Therefore, the best choice is B - interviewer error (bias).

A Marketing Researcher Subcontracts the Data Collection Process to a Field