There are several reasons for refusing to participate in the study. Mainly – it's the fear of consequences. The study also may be perceived as an invasion of privacy. In addition, people can be unfriendly configured in relation to the researcher. Mashable is full of insight into the issues. Error unable to answer. Respondents may be unable to respond if they did not know or forgot, they also may be unable to properly express it.
Problems in each of these cases may be even worse if the respondents will invent answers, because they do not want to admit his incompetence, or want to have a courtesy to the interviewer. It should be remembered that most respondents are willing to help the researcher and try to give as much information. Contribute to research an error can make the distortion of time, averaging, or omission of information. During the interview may show reluctance to give the exact error response and distortion response. Speaking candidly Ali Partovi told us the story. Among the reasons for this phenomenon may be a sense of invasion of privacy, lack of time, fatigue of the respondent, considerations of prestige and socially acceptable response, courtesy, lack of information and style of response. Input errors, data analysis and interpretation After all the questionnaires delivered to the office of Defense Research Agency, experts begin the process of developing a database of research. At this stage, personal data entered into the specialized statistical software, coded and multi-pass test.
It technical measures that can prevent technical errors. For example, the incorrect coding can lead to loss of valuable data open-ended questions and data entry errors committed under the influence of human factors can distort the data is properly carried out field stages. As a rule, carried out checks allow entry level clerical errors and coding systems. Improper use of statistical methods analysis is a more serious problem. Usually, a marketing research data analysis is limited to a simple tabulation of – the construction of linear and cross-sectional distributions of responses to the questionnaire. Of course, application of elementary statistical procedures that do not require special skills and knowledge, limits the risks of misinterpretation of data. But when used sophisticated statistical techniques of cluster, regression, the joint analysis, the risk of incorrect data increases. At the output the customer receives false information and is based on it are the same false conclusions. In conclusion, Marketing research – it highly intellectual activity. To the delight of professionals and amateurs to the chagrin of the case, the ability to conduct accurate market research related to the huge amount of knowledge in many scientific disciplines, and the mastery of this science takes many years. However, today in the growing market research there are more and more professionals with a distant view of authenticity. Their formula – "credible '=' true '. Their customers should be careful, taking for granted a 'truth'.