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A marketing researcher subcontracted data collection to a field services firm. After the data is collected, the researcher finds many mistakes. Skip patterns were not
A marketing researcher subcontracted data collection to a field services firm. After the data is collected, the researcher finds many mistakes. Skip patterns were not followed, and difficult questions were often left blank. The researcher contacts the interviewers and finds they received little or no training and no supervision. What kind of error is evident here?
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