@article {Colombo85, author = {Richard Colombo}, title = {A Model for Diagnosing and Reducing Non-response Bias}, volume = {40}, number = {1-2}, pages = {85--93}, year = {2000}, doi = {10.2501/JAR-40-1-2-85-93}, publisher = {Journal of Advertising Research}, abstract = {Perhaps the first question people ask when judging the quality of a sample survey is, {\textquoteleft}What is the sample size?{\textquoteright} Just as important, but one less often asked, is the question {\textquoteleft}What is the response rate?{\textquoteright}. Response rate is important in assessing the non-response bias, which is independent of sample size and usually far exceeds sampling error as a source of uncertainty. This discussion paper looks at current {\textquoteleft}callback{\textquoteright} and weighting methods, and proposes a model to reduce response rate error.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/40/1-2/85}, eprint = {https://www.journalofadvertisingresearch.com/content/40/1-2/85.full.pdf}, journal = {Journal of Advertising Research} }