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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
DOI: 10.2307/1248368
Stable URL: http://www.jstor.org/stable/1248368
Page Count: 8
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Interviewer Bias in Selecting Households
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Abstract

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.

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