Figure 2.7 4Q Surveys.
2.3.4 Room for Error
With all research, there is a given amount of error that needs to be dealt with.
Bias may arise during the administering of a questionnaire (e.g. interviewers
possibly leading the respondents) or be present in the design and wording of
the questionnaire itself. There could be sample errors or respondent errors.
Using the Internet to administer surveys and questionnaires removes the bias
that may arise from an interviewer. However, with no interviewer to explain
questions, there is potential for greater respondent error. This is why survey
design is so important, and why it is crucial to test and run pilots of the survey
before going live.
Respondent errors also arise when respondents become too familiar with the
survey process. There is the possibility of respondents becoming desensitised.
There is even a growing trend of professional survey takers, especially where
there is an incentive involved. The general industry standard is to limit
respondents to being interviewed once every six months.