Estimating Nonresponse Bias in Mail Surveys

Armstrong, J. Scott; Overton, Terry S.

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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

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Terry S. Overton

University of Pennsylvania - Marketing Department

Abstract

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

Suggested Citation: Suggested Citation

Armstrong, J. Scott and Overton, Terry S., Estimating Nonresponse Bias in Mail Surveys. Journal of Marketing Research, Vol. 14, pp. 396-402, 1977, Available at SSRN: https://ssrn.com/abstract=659542