Data Collection: Types of Error and Response Rate Calculation

These flashcards cover key vocabulary related to types of error in data collection and response rate calculation in marketing research.

Sampling Error

Error due to randomness in sampling that can misrepresent a population.

Noncoverage Error

Error that arises from not counting someone who should have been counted or counting someone who should not have been counted.

Nonresponse Error

Error that occurs from failing to obtain information from selected elements of the population.

Response Error

Error that occurs when an individual provides an inaccurate response to a survey item.

Recording Error

Mistakes made by humans or machines in the process of recording respondents' responses.

Office Error

Error due to data editing, coding, or analysis errors during data processing.

Weighting

Adjusting survey data to correct for imbalances in sample demographics compared to the population.

Types of Non-Sampling Error

Include non-coverage error, non-response error, response error, recording error, and office error.

Validity

The degree to which a measurement accurately reflects the concept it intends to measure.

Reliability

The consistency of a measure, meaning it yields the same results under consistent conditions.