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Nonsampling vs. Sampling Errors in Survey Research

Henry Assael and John Keon
Journal of Marketing
Vol. 46, No. 2 (Spring, 1982), pp. 114-123
DOI: 10.2307/3203346
Stable URL: http://www.jstor.org/stable/3203346
Page Count: 10
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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.
Nonsampling vs. Sampling Errors in Survey Research
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Abstract

To increase the validity and reliability of survey data, one must minimize total error and its components, sampling and nonsampling error. This article examines and empirically compares the components of total survey error for several research designs and data collection methods. The consistent finding is that nonsampling error is the major contributor to total survey error, while random sampling error is minimal. On this basis guidelines for improving quality of survey data are provided.

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