-data collection. Findings The authors found variations in systematic response errors according to buyer type. Specifically, lighter … of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response … errors in retrospective reports of category buying. Design/methodology/approach Self-reported purchase frequency data were …

The evaluation of the potential impact of the response errors on the final survey estimates requires ad hoc studies … class models. These models allow for a more detailed analysis of the impact of response errors on the final survey estimates …