Total error in marketing research is the deviation between the true value and the observed value in the project. Numerous errors can affect the quality and credibility of the research findings. Two main types of errors have been identified: Random sampling errors and Non-random sampling errors. The first derives from how well the sample selected represent the population being studied while the latter represents all types of error that may occur from sources other than sampling.
Since non-sampling error is very broad it has been divided into response errors and non-response errors. While non-response errors are mainly cause by refusal to participate in a survey or not-at-home, response errors are generated by either the participant, or the researcher or the interviewer. Sampling error affect the total error however that effect is relatively small to the consequences of non-sampling error. Researcher should aim to design their research in a way to minimize the total error instead of a particular type of error in order to get the most accurate results.
In their book, -Marketing Research- Malhotra, Briks & Wills elaborated about sample sampling errors and non-sampling errors by describing them as follows.
“Random sampling error occurs because the particular sample selected is an imperfect representation of the population of interest. Random sampling error is the variation between true mean value for the population and the true mean value for the original sample.” Therefore sampling error appears when the characteristic of a sample is representing the entire population being under research. For instance, if we are studying the average weight in Oman and we take a sample of ten thousand persons living in the Sultanate, their aver...
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...is needed. For example, while asking questions an interviewer does not use the exact wording or prompts as set out in the questionnaire.
Recording error arises due to errors in hearing, interpreting and recording the answers given by the participants. For example, a participant indicate a neutral response(undecided) but the interviewer misinterprets that to mean a positive response (would buy the new brand)
Works Cited
Malthotr, N , Birks, D & Wills, B (2012). Marketing Research AN APPLIED APPROACH. 4th ed. England: Pearson Education Limited. Pages 101-590.
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Wikipedia. (2012). Non-sampling error. Available: http://en.wekipedia.org/wiki/non-sampling_error. Last accessed 12/12/13.
Two sampling methods include mail surveys and convenience sampling, a variation of a nonprobability sample. Mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interview bias. Convenience sampling, a nonprobability sample, the only criteria is the convenience of the unit to the researcher, fast and uncomplicated, but the sampling error not determined.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Random representative sampling is a method of sampling that uses random selection to obtain its samples. By making sure that everybody has an equal chance at being selected, random representative sampling ensures diverse samples. Using the example in paragraph one, a random representative sample allows you find the statistics on all the company’s employees without interviewing all them. Random representative sampling is important for getting accurate poll results because it allows you to find the view of a population while making sure that the poll is not biased in any way.
The research is not without its limitations. One of the challenges that would be faced would be establishing the accuracy and bias in the various answers given by respondents. Some of the information may be dishonest, biased and unclear. This would render the report unreliable.
The articles, published after 1996, contain varied methods of research attainment, but share similarities such as being a self-survey, having a small sample size, and being
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Lack of response is the main disadvantage for mail surveys. The group survey is another low cost form, however the individual respondent is interviewed in a group. The disadvantage with group surveys are the logistics of marshaling the respondents to one location and the perception by respondents that grouping posses less anonymity. Electronic surveys are a relatively new addition in survey research and could very well become comparable to the telephone survey. Electronic surveys are advantageous for the low cost as well as ease in delivery. Because the delivery method is through internet, and the general population does not
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This paper discusses different types of sampling techniques used in quantitative research. It begins by looking at probability sampling (also known as random sampling) before discussing non-probability sampling (non-random sampling). The discussion ends by looking considerations that should be made before selecting a sampling technique before concluding. Because quantitative researchers prefer probability sampling and only use non-probability on rare occasions the e...