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- Title
To err is human.
- Authors
Lavrakas, Paul J.
- Abstract
The article discusses the adoption of a Total Survey Error perspective for firms to aid them in structuring the infinite cost-benefit decisions that they constantly need. Despite the technological advances in computer assisted telephone interviewing, the telephone survey industry has to work harder to maintain the quality of its product. When telephone survey accuracy is less than it should be, the cause is often lack of an explicit framework to guide the allocation of the survey's resources. The Total Survey Error perspective provides such a framework.
- Subjects
TELEPHONE surveys; TELEPHONES; INTERVIEWING; SURVEYS; COMPUTER assisted research; SOCIAL science research; TECHNOLOGY; ERROR; INDUSTRIAL surveys
- Publication
Marketing Research, 1996, Vol 8, Issue 1, p30
- ISSN
1040-8460
- Publication type
Article