Estimating Nonresponse Bias in Mail Surveys
Journal of Marketing Research, Vol. 14, pp. 396-402, 1977
11 Pages Posted: 15 Feb 2005 Last revised: 1 Jan 2012
Valid predictions for the direction of nonresponse bias were obtained from subjective estimates and extrapolations in an analysis of mail survey data from published studies. For estimates of the magnitude of bias, the use of extrapolations led to substantial improvements over a strategy of not using extrapolations.
Keywords: Marketing research, survey research, quantitative research
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