RT Journal Article
SR Electronic
T1 A Model for Diagnosing and Reducing Non-response Bias
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 85
OP 93
DO 10.2501/JAR-40-1-2-85-93
VO 40
IS 1-2
A1 Richard Colombo
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/1-2/85.abstract
AB Perhaps the first question people ask when judging the quality of a sample survey is, ‘What is the sample size?’ Just as important, but one less often asked, is the question ‘What is the response rate?’. 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 ‘callback’ and weighting methods, and proposes a model to reduce response rate error.