Article1982

Nonsampling vs. Sampling Errors in Survey Research

157 citations0/0 files storedJournal of Marketing

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Survey Methodology and Nonresponse Survey Sampling and Estimation Techniques Business Strategies and Management Research

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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1977Estimating Nonresponse Bias in Mail Surveys 1977Estimating Nonresponse Bias in Mail Surveys 1987Response Effects in Surveys 1975Mail Surveys and Response Rates: A Literature Review 1972Are high response rates essential to valid surveys?

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1993Pretesting Questionnaires: Content Analyses of Respondents' Concurrent Verbal Protocols 1993Effects of Recall Bias and Nonresponse Bias on Self-Report Estimates of Angling Participation 2017A perspective on ‘Big Data’1995Statistical guidelines for the Archives of PM&R

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