What is Undercoverage Bias?
- Content Type:
- Glossary
Undercoverage bias Definition
a bias in which some members of the population are inadequately represented in the sample.
Undercoverage bias in market research occurs when a certain segment of the target population is inadequately represented in the sample. This bias arises when some individuals or groups have a lower chance of being included in the research, leading to skewed or inaccurate results that do not reflect the entire population.
Who needs to be aware of undercoverage bias in market research?
Market researchers, survey designers and data analysts need to be aware of undercoverage bias. They rely on techniques to minimize or correct this bias, ensuring that their research accurately represents the broader population and that their findings can be generalized to a wider audience.
Why should I care about undercoverage bias in market research?
Understanding undercoverage bias is crucial because it affects the validity of research outcomes. If certain groups are systematically excluded from a study, the results may not accurately reflect their preferences, behaviors or opinions. Being aware of this bias helps ensure that research efforts provide reliable insights that guide informed decision-making.
Why is understanding undercoverage bias important to market research?
- Undercoverage bias can compromise the integrity of market research findings.
- It's important to identify potential sources of bias and take measures to mitigate them through proper sampling techniques.
- By addressing undercoverage bias, you can improve the accuracy of your research, avoid misleading conclusions and make more effective business decisions that resonate with a diverse customer base.