Measurement error, Marketing Research

This is caused when the information gathered is different from the information sought. For example respondents are asked to indicate whether they own a color television set,. Some of them may respond in the affirmative just to boost their image before an interviewer even though they may not be owing a color television set. Such responses will results in measurement error. This type of error occurs frequently in search studies. Moreover it is difficult to control it as it can arise from several sources.

Posted Date: 3/30/2013 3:34:04 AM | Location : United States

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