Response Errors in Survey Research

See Tull Donald S. Albaum Gerald S. , Survey Research: A Decisional Approach (New York: Intext Educational Publishers, 1973).

Luck David J. Wales Hugh G. Taylor Donald A. Rubin Ronald S. , Marketing Research (Englewood Cliffs, New Jersey: Prentice-Hall, 1978), p. 228.

Sudman Seymour Bradburn Norman M. , Response Effects in Surveys: A Review and Synthesis (Chicago: Aldine Publishing Company, 1974).

Their dependent measure of relative response effects was: RE equals (Reported-Validating) divided by S, where S is the standard deviation of the population, obtained from the validation information if possible.

Ferber Robert , The Reliability of Consumer Reports on Financial Assets and Debts (Urbana: University of Illinois, 1966).

See Dwyer F. Robert , “Drug Compliance and the Neglected Concern for Validity” in Advances in Consumer Research (Ann Arbor: Association for Consumer Research 1979); and Blair Ed Sudman Seymour Bradburn Norman Stocking Carol , “How to Ask Questions about Drinking and Sex: Response Effects in Measuring Consumer Behavior,” Journal of Marketing Research, Vol. 14 (August 1977), pp. 316–21.

Newman Joseph W. Lockeman Bradley D. , “Measuring Prepurchase Information Seeking,” Journal of Consumer Research, Vol. 2 (December 1975), pp. 216–22.

Ibid., p. 221.

Marder Eric , “How Good Is the Editorial-Interest Method of Measuring Magazine Audiences?” Journal of Advertising Research, Vol. 7 (March 1967), pp. 2–6.

Clancey Kevin J. , “An Exploratory Investigation of the Validity of the Self-Reporting Technique for Measuring Physician Readership in Medical Publications” (New York: Bio Medical Publications, 1974).

Wind Yoram Lerner David , “On the Measurement of Purchase Data: Surveys Versus Purchase Diaries,” Journal of Marketing Research, Vol. 16 (February 1979), pp. 39–47.

Weiss David J. Davis Rene V. , “An Objective Validation of Factual Interview Data,” Journal of Applied Psychology, Vol. 44 (1960), pp. 381–5.

Sudman Bradburn , op. cit.

Bailar Barbara A. Lamphier C. Michael , Development of Survey Methods to Assess Survey Practices (Washington, D.C.: American Statistical Association, 1978), p. 43.

Frankel Martin R. Frankel Lester R. , “Some Recent Developments in Sample Survey Design,” Journal of Marketing Research, Vol. 14 (August 1977), p. 281.

Interestingly, the authors forgo the optimal design by treating observation measures as an add-on to a survey design. In fact, a four percent increase in precision is provided when the research budget is spent entirely on observation measures.

Mayer Charles S. , “Assessing the Accuracy of Marketing Research,” Journal of Marketing Research (August 1970), pp. 285–91.

Ibid., p. 291.

Ibid., p. 291.

White Kenneth , “Consumer Choice and Use of Bank Credit Cards: A Model and Cross Section Results,” Journal of Consumer Research, Vol. 2 (June 1957), pp. 10–18.

Blair , op. cit.

Hansen Robert A. Scott Carol A. , “Alternative Approaches to Assessing the Quality of Self Report Data,” in Advances in Consumer Research (Ann Arbor: Association for Consumer Research, 1978), pp. 99–102.

Wind Lerner , op. cit.