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Interviewer Bias in Selecting Households
Roy E. Carter, Jr., Verling C. Troldahl and R. Smith Schuneman
Journal of Marketing
Vol. 27, No. 2 (Apr., 1963), pp. 27-34
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248368
Page Count: 8
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The question raised in this article is: To what extent will noninterviewers be able to identify the households which interviewers themselves chose or rejected when they were assigned sex and age quotas in small block clusters? Apparently serious biases may be introduced when interviewers are briefed to use random-type methods in proceeding through an area.
Journal of Marketing © 1963 American Marketing Association