Any time a sample is used in marketing research, there will be two major types of errors, measurement error and sampling error. Briefly describe these two sources of error. Then name and define one other possible source of error.
What will be an ideal response?
MEASUREMENT ERROR occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process. This error tends to be larger than sampling error.
SAMPLING ERROR occurs when a sample is not representative of the target population. There are several other types of error related to sampling error: nonresponse error, frame error, and random error.
NONRESPONSE ERROR is created when the sample actually interviewed differs from the sample drawn because people refuse to cooperate or are inaccessible.
FRAME ERROR arises if the sample is drawn from a population (or frame) that differs from the target population.
RANDOM ERROR occurs because the selected sample is an imperfect representation of the overall population.
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