The Influence of Entrepreneurial and Market Orientation on the Degree of Innovation and Success of New Ventures in Technology-Oriented Industries (PDF)

4 Data Collection Method, Process, and Results (p. 85-86)

Any data collection through a survey is subject to at least four types of possible errors (Dillman and Bowker 2001 p. 160):

• Coverage Error: The result of all units in a defined population not having a known nonzero probability of being included in the sample drawn to represent the population.

• Sampling Error: The result of surveying a sample of the population rather than the entire population.

• Measurement Error: The result of inaccurate responses that stem from poor question wording, poor interviewing, survey mode effects, and/or some aspect of the respondents’ behavior.

• Nonresponse Error: The result of nonresponse from people in the sample, who, if they had responded, would have provided different answers to the survey questions than those who did respond to the survey.

This chapter describes in detail the surveying process and instruments and addresses the coverage and sampling error in the first subchapter (4.1). The measurement error is addressed in subchapter 4.2 as well as in the measure sections of the corresponding chapters (e.g. the market orientation measures in Chapter 9), the nonresponse error in the fourth subchapter (4.4).

4.1 Identification of the Population

The approach used in this study is to try to cover the full population and carry out a census rather than a sample survey. If one does so, the sampling error and coverage error are equal, or in other words, sampling error is non-existent. Therefore, the efforts are concentrated on reducing the coverage error. Many authors (Dillman and Bowker 2001; Ilieva et al. 2002; Best et al. 2001; Hauptmanns and Lander 2001; Witte et al. have pointed at the coverage error as a major obstacle in Internet-based surveys due to the technological entry barriers of those members of the population who do not have access to the Internet or are not technological savvy enough to use web-based

Stefan Roskos was born in 1974 in Paderborn (Germany). He studied business administration at the universities of Paderborn, St. Gallen (Switzerland), Stockholm (Sweden), and Denpasar (Indonesia), with a focus on marketing, and holds a degree as Diplom-Kaufmann. In 2004, the author received a Dr. rer. pol. degree from the European Business School in Oestrich-Winkel (Germany), KfW Endowed Chair for Entrepreneurship (Prof. Dr. Heinz Klandt). His research interests cover new ventures, market orientation, entrepreneurial orientation, and innovation topics. Since 2000, the author has been working as a management consultant with Accenture. He consults for global clients in the communications and high-tech industries in questions of marketing and sales strategy.

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