factors influencing the accuracy of data

Cards (5)

  • sample size:
    • the size of the sample determines how accurately the research reflects the overall market
    • a smaller sample size may be cheaper and easier but with fewer people surveyed, the results may not be statistically accurate
  • interviewer and interviewee quality:
    • the type of questions asked and the skill of the interviewer will determine the quality of the answers
    • some respondents may answer questions in a way they think will please the interviewer
    • respondents may not understand the questions and may give false answers
  • research design:
    • using the wrong research methods can result in weak data
  • time:
    • secondary data is often out of data; not exactly focused on what the business wants to know
  • human factor:
    • while market research findings can prove of great benefit, the human behaviour is very unpredictable