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Non-sampling Error - Market Research

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Non-sampling Error - Market Research

Non-sampling error is wide-ranging term which describes any cause of inaccuracy, i.e. the result of the research deviating from the true-value, that was not related to the sample chosen. Non-sample errors are often much more difficult to quantify than sampling errors and may, in a market research setting, include human error when punching data, inaccurate rounding or failing to zero a counter or other measuring equipment (also called a zero error). If the errors are on-going and constant they are very difficult to trace as they are only visible once removed.

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