Question

Quantitative research does come with its drawbacks such as non-response bias. Why is this an issue that a marketer needs to be concerned about?

Answer 1

Non-response bias occurs when there is a systematic and significant differences between people who responded to the survey and people who have not responded to the survey. many such biases occur when conductive a quantitative research due to which the correct picture does not emerge. Marketers need to be concerned about this since it gives a wrong conclusion and upon which wrong decision making takes place. Biases should be reduced as much as possible to eliminate this difference in outcome and research. Marketers create strategies and target segments based on research. They position their products at price points versus their competitors by conducting researches. If the research has various biases in it, then the marketer entire strategy, segmentation and promotion will fail and it will cost the company financially as well as its image. Marketers should take care not to introduces biases such a sample bias, perception bias, non-response bias, income bias etc. The survey should be framed taking into all these biases and questions should be reframed if needed. Biases will invalidate the research conclusions and marketers won't know it until it is late. Therefore, it is important that strategy is framed upon the research with least biases to beat the competition.