Question

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

Answer 1

Answer:

b. interviewer error ( bias

Explanation:

THESE ARE THE OPTIONS FOR THE QUESTION

a. processing error

b. interviewer error

c. surrogate information error

d. measurement instrument bias

e. sampling error

From the question we are informed about how 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. In this case, the kind of error that is evident here is interviewer error.

Interviewer error can be regarded as form of bias whereby the interviewer that is in charge of administering of the survey whether in person or by phone , impact some kind of choice of responses through his or her interaction. This impacting choice of response could be in form of word choices,attitude as well as facial expressions