FIELD DATA COLLECTION QUALITY CONTROLS.pptx

It's all about data how you collect and analysis.

1. FIELD DATA COLLECTION QUALITY CONTROLS

2. Non sampling Error Non sampling error consists of all errors in a survey except those due to the sample plan and sample size. Non sampling error includes (1) all types of nonresponse error, (2) data-gathering errors, (3) data-handling errors, (4) data analysis errors, and (5) interpretation errors

3. Data Collection Error Data collection is the phase of the marketing research process during which respondents provide their answers or information in response to inquiries posed by the researcher.

4. Possible Errors in Field Data Collection Fieldworker error are errors committed by the individuals who administer questionnaires, typically interviewers. Respondent error consists of errors on the part of the respondent. Some data collection methods have greater potential for respondent error than others.

5. 2 classes of errors Intentional errors, or errors that are committed deliberately. Unintentional errors, or errors that occur without willful intent.

6. Interviewer cheating occurs when the interviewer intentionally misrepresents respondents. The cause is often found in the compensation system. Leading the respondent , or attempting to influence the respondent’s answers through wording, voice inflection, or body language. For instance, consider the question: “Is conserving electricity a concern for you?” An interviewer can influence the respondent by changing the question to “Isn’t conserving electricity a concern for you?”

7. Subtle leading occurs in interviewers’ cues. In personal interviews, for instance, interviewers might ever so slightly shake their heads “no” to questions they disagree with, and nod “yes” to those they agree with, while posing the question. Over the telephone, interviewers might give verbal cues such as “ unhuh ” to responses they disagree with or “okay” to responses they agree with, and this continued reaction pattern may subtly influence respon - dents’ answers.

8. An unintentional interviewer error occurs whenever an interviewer commits an error while believing that he or she is performing correctly. Unintentional interviewer error is found in the interviewer’s personal characteristics such as accent, sex, and demeanor. It has been shown that under some circumstances, the interviewer’s voice, speech, gender or lack of experience can be a source of bias. Interviewer misunderstanding occurs when an interviewer believes he or she knows how to administer a survey but instead does it incorrectly.

9. The third type of unintentional interviewer error involves fatigue-related mistakes , which can occur when an interviewer becomes tired. You may be surprised that fatigue can enter into asking questions and recording answers, because these tasks are not physically demanding, but interviewing is labor-intensive and can become tedious and monotonous.

10. Intentional respondent errors occur when respondents willfully misrepresent themselves in surveys. There are at least two major intentional respondent errors: falsehoods and refusals Falsehoods occur when respondents fail to tell the truth in surveys. They may feel embarrassed, they may want to protect their privacy, or they may even suspect that the interviewer has a hidden agenda, such as turning the interview into a sales pitch.

11. Nonresponse includes failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, and refusal to answer specific ques- tions on the questionnaire.

12. UNINTENTIONAL RESPONDENT ERRORS An unintentional respondent error occurs whenever a respondent gives a response that is not valid but that he or she believes is the truth. There are five types of unintentional respondent errors – misunderstanding, guessing, attention loss, Distractions and fatigue.

13. Respondent misunderstanding occurs when a respondent gives an answer without comprehending the question and/or the accompanying instructions. Potential respondent misunderstandings exist in all surveys. A second form of unintentional respondent error is guessing , in which a respondent gives an answer when he or she is uncertain of its accuracy.

14. A third unintentional respondent error, known as attention loss , occurs when a respondent’s interest in the survey wanes. The typical respondent is not as excited about the survey as the researcher is, and some respondents find themselves less and less motivated to take part in the survey as they work their way through the questionnaire. Fourth, distractions , such as interruptions, may occur while the questionnaire is being administered.

15. Fifth, unintentional respondent error can take the form of respondent fatigue , in which the respondent gets tired of answering questions.

16. Field Data Collection Quality Controls CONTROL OF INTENTIONAL FIELDWORKER ERROR Supervision consists of administrators overseeing the work of field data collection workers. Validation verifies that the interviewer did the work. This strategy is aimed at the falsification/cheating problem. There are various ways to validate the work.

17. CONTROL OF UNINTENTIONAL FIELDWORKER ERROR Unintentional fieldworker errors can be reduced with supervised orientation sessions and role playing. Questionnaire design feature that a researcher can use to reduce intentional respondent errors. With an embarrassing question, the third-person technique may make the situation less personal.

18. CONTROL OF UNINTENTIONAL RESPONDENT ERROR Ways to combat unintentional respondent error include well-drafted questionnaire instructions and examples, reversals of scale endpoints, use of scale endpoints, and use of prompters. For example, after describing a 5-point agree–disagree response scale in which 1 = Strongly agree, 2 = Agree, 3 = Neither agree nor disagree, 4 = Disagree, and 5 = Strongly disagree Guessing may be reduced by alerting respondents to response options such as “no opinion,” “do not recall,” or “unsure.”

19. A tactic we described when we discussed the semantic differential is reversals of scale endpoints , in which instead of putting all of the negative adjectives on one side and all the positive ones on the other side, a researcher will switch the positions of a few items. Long questionnaires often include prompters , such as “We are almost finished,” “That was the most difficult section of questions to answer,” or other statements strategically located to encourage the respondent to remain on track.

20. How to Control Data Collection Errors

21. A refusal occurs when a potential respondent declines to take part in the survey. Refusals to participate in surveys are common worldwide. A break-off occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey. If respondents are tired, confused, uninterested, or interrupted, respondents may “break off” in the middle of an interview. Item omission is the phrase sometimes used to identify the percentage of the sample that did not answer a particular question (prefer not to answer)

22. WHAT IS A COMPLETED INTERVIEW?

23. WHAT TO LOOK FOR IN RAW DATA INSPECTION Incomplete Response - An incomplete response is a break-off where the respondent stops answering in the middle of the questionnaire. Nonresponses to Specific Questions (Item Omissions) - For whatever reason, a respondent sometimes leaves a question blank. Yea- or Nay-Saying Patterns - Even when questions are answered, there can be signs of problems. A yea-saying pattern may be evident in the form of all “Yes” or “Strongly agree” answers.