A test of reducing callbacks and not-at-home bias in personal interviews by weighing at-home respondents

A test of reducing callbacks and not-at-home bias in personal interviews by weighing at-home respondents

Statistical bias resulting from omission of survey respondents who are not at home when called is a growing problem for market researchers. Since callbacks are an expensive means of reducing this bias, many organizations weigh answers from at-home respondents by a reciprocal of their (self-reported)...

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Veröffentlicht in:Journal of marketing research 1985-02, Vol.22 (1), p.66
Hauptverfasser: Ward, James C, Russick, Bertram, Rudelius, William
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Sprache:eng
Schlagworte:
Bias
Polls & surveys
Survey Methods
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description Statistical bias resulting from omission of survey respondents who are not at home when called is a growing problem for market researchers. Since callbacks are an expensive means of reducing this bias, many organizations weigh answers from at-home respondents by a reciprocal of their (self-reported) probability of being at home. This method creates distortions in some cases, sufficient to make its use inadvisable.
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ispartof Journal of marketing research, 1985-02, Vol.22 (1), p.66
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source Jstor Complete Legacy; Alma/SFX Local Collection; EBSCOhost Business Source Complete
subjects Bias
Polls & surveys
Survey Methods
title A test of reducing callbacks and not-at-home bias in personal interviews by weighing at-home respondents
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