alpha error

In marketing research, an attitude, opinion, or probable reaction, incorrectly found, that does not truly exist in the target market. For example, a researcher using focus group interview techniques may erroneously conclude from the comments made that consumers consider lost toothpaste tube caps to be a significant problem when this is actually a minor issue. The marketer may be persuaded by this alpha error to market a redesigned tube with an attached cap, but fail to attract market interest. See also beta error.