Content Type:

Glossary

Share Print

Surrogate Error Definition

An error that occurs when someone other that the intended respondent participates in the research.

Surrogate error in market research refers to the discrepancy or inaccuracy that arises when using a substitute or indirect measure (surrogate) to represent a concept or phenomenon of interest. This error occurs when the surrogate does not perfectly capture the true value or characteristic being studied, leading to potential distortions in research findings.

Who relies on surrogate errors in market research?

Market researchers, analysts and businesses that conduct and use market research rely on understanding surrogate error. It's especially relevant when dealing with complex or hard-to-measure concepts where direct measurement is challenging or costly.

Why should I care about surrogate errors in market research?

Being aware of surrogate error is important because it highlights the potential limitations of using indirect measures. If you base decisions on inaccurate surrogates, your strategies and conclusions may be flawed. Recognizing this error helps you critically evaluate research methods and data sources to ensure more accurate insights.

Why are surrogate errors important to market research?

• Understanding surrogate error emphasizes the need for careful consideration of measurement methods and data sources in market research.
• It underscores the importance of validating the chosen surrogate's reliability and validity to minimize the risk of drawing incorrect conclusions.
• By addressing surrogate error, you can improve the quality and accuracy of your market research findings.