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Interviewer error Definition

Error that results from conscious or unconscious bias in the interviewer's interaction with the respondent.

Interviewer error refers to inaccuracies or biases introduced into research data as a result of the interviewer’s actions, behaviors or interpretations during the data collection process.

What are the key interviewer error aspects in marketing research?

• May include leading questions, tone of voice or facial expressions.
• Can involve incorrect recording of responses.
• May result from inadequate training or lack of neutrality.
• Can affect both qualitative and quantitative studies.
• Often unintentional but significantly impacts data quality.

Why is interviewer error important to understand in market research?

Interviewer error can distort findings, reduce data reliability and mislead decision makers. Recognizing and minimizing interviewer error is essential for maintaining the integrity of research results.

Who relies on understanding interviewer errors in marketing research?

• Fieldwork supervisors.
• Data quality assurance teams.
• Research methodologists.
• Project managers overseeing interviews.
• Clients who require valid and reliable data.

How do market researchers monitor interviewer error?

Researchers monitor for interviewer error through training, observation, back-checking and consistency checks. They refine training protocols and interview scripts to reduce the likelihood of error and ensure high-quality data collection.