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GDB# 02


Topic: Data Analysis



Learning Objectives


The learner will be able to:

  • Understand the types of errors to be committed by the field force while collecting respondents’ feedback
  • Propose the various measures that can be adopted by the firm to control the errors in data collection by the field force


Learning Outcomes


After completing this activity, the learner will be able to:


  • Identify the implications of non-sampling errors in marketing research
  • Evaluate the significance of controlling non-sampling errors committed by the field force


The Case


ABC Inc. is a pesticide manufacturer. It has manufactured a new variety of pesticide. The firm has distributed free samples of the pesticide among the farmers to check its effectiveness. R&D department of the firm has sent its field force to the farmers for collecting farmers’ feedback. The field force has been provided an interview guide for data collection. The field force may be expected to commit the following errors:

  • Cheating
  • Leading the interviewee

ABC Inc., however, intends to control the aforementioned errors. As a student of marketing research, you are required to discuss why it is necessary to control the errors. Also specify the measures to be adopted by the firm for controlling the already specified errors. Your selection of control measures is required to be justified with valid reasons.


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