Surrogate information errors, Marketing Research

Surrogate Information Errors: this type of error occurs when the information sought by the researcher is different from the information needed to solve the problem. For example when price of a brand is taken to represent its quality. In such a case it is presumed that higher the price of the brand the better is its quality. This may or may not be true.

Posted Date: 3/30/2013 3:32:52 AM | Location : United States

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