Presidential Address Applying a Total Error Perspective for Improving Research Quality in the Social, Behavioral, and Marketing Sciences
Presidential Address Applying a Total Error Perspective for Improving Research Quality in the Social, Behavioral, and Marketing Sciences
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总统讲话应用完全错误的视角来提高社会、行为和营销科学的研究质量
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发表时间：
2013
期刊：
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通讯作者：
P. Lavrakas
中科院分区：
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作者：
P. Lavrakas
我今天讲的这个话题对我来说很特别，我很久以来就期待着做这样的演讲。但请记住，我将要谈论的想法对我来说会继续演变，而我在20年前，甚至10年前对这个话题所说的话，不会像今天对我来说那样是�开发的�(参见。拉夫拉卡斯2012、2013)。
首先，我要指出我将要表达的观点所基于的三个主要前提。这些都来自我近40年的研究，在此期间，我遇到了大量和各种各样的社会、行为和营销研究，包括定量和定性的研究。
首先，我认为这些研究中的许多概念、执行和/或解释都很糟糕。
其次，我认为这些研究中的大多数质量本可以在不影响成本的情况下得到改善。
第三，我相信使用我今天谈到的完全误差框架可以帮助带来研究质量的有意义的改善。
听众中的许多人已经熟悉了总测量误差(TSE)方法(参见Groves 1989；Fuchs 2008)。但我感觉更多的人并不熟悉它。此外，从我在过去二十多年中观察到的情况来看，似乎很少有人将这种方法广泛应用于社会、行为和营销研究的各个领域。然而，正是我所说的�总误差�视角构成了TSE视角的基础。
我不确定为什么会这样，但我今天的目标是演示为什么广泛地考虑完全错误(TE)方法，而不仅仅是�
The topic about which I am speaking today is very special to me, and I have been looking forward to making a presentation such as this for a long time. But please know that the ideas about which I will be speaking continue to evolve for me, and what I would have said about this topic twenty years ago, or even ten years ago, would not have been as �developed� as it is for me today (cf. Lavrakas 2012, 2013).
I would like to begin by noting the three major premises that underlie the views I will be expressing. These come from my nearly forty years as a researcher, during which I have encountered a great many and wide variety of social, behavioral, and marketing research studies, both quantitative and qualitative in nature.
First, I believe that many of these studies were conceptualized poorly, executed poorly, and/or interpreted poorly.
Second, I believe that the quality of most of these studies could have been improved with few, if any, cost implications.
And third, I believe that using the Total Error framework, about which I am speaking today, can help bring about a meaningful improvement in research quality.
Many in the audience already are familiar with the Total Survey Error (TSE) approach (cf. Groves 1989; Fuchs 2008). But I sense that many more are not familiar with it. Furthermore, from what I have observed in the past twenty-plus years, few appear to apply the approach broadly to the diverse realms of social, behavioral, and marketing research. And yet, it is what I call the �Total Error� perspective that underlies the TSE perspective.
I am not sure why this is the case, but my goal today is to demonstrate why thinking broadly about a Total Error (TE) approach, not merely �