Hidden Errors in Survey Data
Open Access
- 1 October 1962
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 26 (4) , 50-54
- https://doi.org/10.1177/002224296202600410
Abstract
How accurately do respondents report in marketing research surveys? This study shows that survey results can be correct for a total sample, even when many individuals have not reported accurately. But the study also shows that seemingly correct results sometimes conceal a bias which leads to false conclusions.Keywords
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