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Sources of Measurement Errors
Sources of Measurement Errors
Respondents
Respondents
Educational background, cultural background, etc.
Situations
Situations
On-site, mall intercept (a quantitative research survey whereby respondents are intercepted in shopping malls or other public spaces).
Instrument
Instrument
Questionnaire design, ambiguous, confusing, use of jargon, etc.
Measurer
Measurer
Incorrect coding, faulty statistical calculation, etc.
Components of Measurement Error
Components of Measurement Error
Random error (e.g., caused by the order of items in the questionnaire or respondent fatigue) (Heeler & Ray, 1972).
Systematic error, such as method variance (e.g., variance attributable to the measurement method rather than the construct of interest) (Bagozzi et al., 1991).
Xm : Value as measured
Xt : True value
ε : Error terms
εr : Random error
εs : Systematic error
What should you do?
What should you do?
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