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LES4nullExploratory researchExploratory researchExploratory researchExploratory researchdiagnosing the situation screening alternatives discovering new ideas mainly qualitative Primary DataPrimary DataData which is collected in order to enlighten the company's sp...

LES4
nullExploratory researchExploratory researchExploratory researchExploratory researchdiagnosing the situation screening alternatives discovering new ideas mainly qualitative Primary DataPrimary DataData which is collected in order to enlighten the company's specific problem via field research Qualitative - complex situations, expresses opinions and attitudes - often, but not only, in Exploratory research Quantitative - can be measured, often large volumes of data, results are often accurate, support quantitative decisions - mostly used in Descriptive researchMeasurement errorMeasurement errorTotal errorRandom sampling errorRespondent errorNonresponse errorResponse biasSystematic error (bias)Administrative errorInterviewer cheatingInterviewer errorSample selection errorData processing errorUnconscious misrepresentationDeliberate falsificationSocial desirability biasAuspices biasInterviewer biasExtremity biasAcquiescence biasMeasurement error (types and examples)Measurement error (types and examples)Measurement influenced by related characteristics. Willingness/ability to answer depends on interest/IQMeasurement influences by temporary conditions. Morning mood/just won the national lotteryAdministration of the measuring equipment. Temporary tiredness, noise light etc.Coding process of answers/ measurements. Different people will code the same answer differentlyDifferences in interpreting the answers. How should an unclear answer be interpreted - sense of ironyInitial setup of measuring equipment. Who is asking, how is the questionnaire designedErrors and SecurityErrors and SecurityValidity Do we measure what we want to measure? Reliability Do we get the same result each time? Degree of details Accuracy ComparisonValidityValidityConcept - Do we measure what we really want to measure? Statistical Can we draw conclusions? Internal Historical event Maturity - respondent changes attitudes Selection - ”wrong” respondents Faulty - not at home, invalid responds External Can the results be generalised?ReliabilityReliabilityConcept - Can the same results be achieved in other circumstances or if another person is repeating the observations Equipment The ruler always measure the same distance, but the measurement may not be correct Data Collection Is the interviewer reliable? Data processing Coding error?Random sampling error - chapters 15 & 16Random sampling error - chapters 15 & 16PopulationSample 1Sample 2inferencesamplingSystematic Sampling ErrorSystematic Sampling ErrorSampling bias consistent deviation from true value SSE - also called nonsampling errors Can be explained by: Respondent error Administrative error Non Response ErrorNon Response Error No information at all Nonrespondents - especially mail surveys Not-at-home - when do you call? Refusals - follow up procedures, incentives Incomplete information Refusals Self-selection bias - extreme responses Cultural bias - Copenhagen/ThyResponse Bias - p 171Response Bias - p 171Deliberate falsification Unconscious misrepresentation acquiescence bias - always agrees extremity bias - Copenhagen rather than Thy interviewer bias - impress interviewer auspices bias - who is asking (which organisation?) social desirability bias - exceed level of salary Administrative errorAdministrative error data processing error sample selection error interviewer error interviewer cheatingCorrections/reductionsCorrections/reductions Rule-of-thumbs weighting ex. only 50% will buy the product Questionnaire & interview design structure or disguise questions Sample selection
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