A large soda-pop manufacturer wants to introduce a new design for the label on one of its signature soda-pop drinks. The manufac
turer selects a random sample of 150 customers from people who purchase the drink at a large sporting event. Each selected customer is asked whether or not he or she prefers the new design. If the manufacturer were to take a second random sample of 150 customers at the sporting event, the two samples would give somewhat different results in the proportion who prefer the new design. This variation is a source of
A response error shows the lack of accuracy in the customer responses to the survey questions. A response error can be caused by a questionnaire that requires framing improvements, misinterpretation of questions by interviewers or respondents, and errors in respondents' statements. Some responses are influenced by the answers provided to previous questions, which introduces response bias.
