Research Topics:

Data Quality | Quantitative Research | Sampling

Content Type:

Glossary

Frame Error Definition

Error resulting from an inaccurate or incomplete sample frame.

A frame error is an inaccuracy resulting from an erroneous or incomplete sample frame. A sample frame is the list or source from which respondents are selected. In marketing research, it is a discrepancy or error that arises when the sampling frame doesn't accurately represent the entire target population, such as when people or elements within the population are systematically excluded or underrepresented. In other words, it stems from inaccuracies in defining and accessing the population under study. Frame errors can lead to a bias in research results. By recognizing and accounting for frame error, researchers can use sampling techniques and adjustments to mitigate its impact. These actions increase the credibility of research outcomes. 

Who is affected by frame errors?

Understanding and addressing a frame error is of concern to organizations, marketing professionals and policy makers because they depend on accurate data to make informed decisions. Dealing with errors ahead of time can ensure that research is sound and the insights and strategies developed from them are based on a more representative sample of the population.

Why should I care about frame errors?

Frame error directly influences the validity and reliability of marketing research findings because inaccuracies can be detrimental to research results. If frame error is not properly managed, insights drawn from the research are not accurate and can result in misguided marketing strategies and ineffective campaigns. Understanding and addressing frame error help ensure that the resources invested yield more accurate and actionable results.