Assignment Example | Topics and Well Written Essays - 250 words - 291

Assignment Example In other cases where the survey instruments used are flawed, errors occur. Due to the flaws discussed, the results are normally misguided (Haring, 2008). From the onset, a telephone directory results in a number of biases. In some cases using the directories may lead to picking up respondents (sample) that does not represent the population being surveyed. The directory does not give enough details about the individuals; does not offer enough resource to establish the right sample space and size. Different research studies normally delve in a given set of information that make up the sampling frame based some characteristics. Telephone directory usually does not have the requisite information that can be used to determine the best sampling frame since it does not have all information (Reynolds et al, 2010). With regard to marketing research, measurement is the process of allocating a given number to the characteristics being analyzed in the marketing research survey and is usually based on pre-specified rules. Measurement mean refers to the precise way of measuring a given concept in a market survey. This is usually because, in some cases, there are many ways of measuring a concept hence precision (Haring, 2008). Reynolds, N. L., Simintiras, A. C., & Diamantopoulos, A. (2010). Theoretical justification of sampling choices in international marketing research: Key issues and guidelines for researchers.  Journal of International Business Studies,  34(1),