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MARKETING RESEARCH PART 14
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Data Collection in the Field, Nonresponse Error, and Questionnaire Screening. Nonsampling Error in Marketing Research • Nonsampling error includes – All types of nonresponse error – Data gathering errors – Data handling errors – Data analysis errors – Interpretation errors | Data Collection in the Field Nonresponse Error and Questionnaire Screening Nonsampling Error in Marketing Research Nonsampling error includes -All types of nonresponse error -Data gathering errors -Data handling errors - Data analysis errors -Interpretation errors Ch 14 2 Possible Errors in Field Data Collection Field worker error errors committed by the persons who administer the questionnaires Respondent error errors committed on the part of the respondent Errors may be either intentional or unintentional. Ch 14