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When drawing conclusions about the target population based on a sample, the assumptions are subject to survey errors that can have different origins:
The first three types of errors happen because certain units are not observed, whereas measurement errors occur during unit observation, either due to the respondent, measurement instrument, data collection methods, or the interviewer (if present). The latter does not apply to web questionnaires because they are self-administered.
Let us take a closer look at different measurement errors:
Thanks to the branching functionality, 1KA offers the creation of dynamic questionnaires. This enables the collecting of highly consistent data and reduces the probability of unsuitable answers. Automatic skips of unsuitable questions mean that there are no interruptions in the survey process.