Journal of Marketing Research · 1977 · 10K citations · 38 references
Public HealthSocial PsychologyPublic OpinionBiasBias ControlResponse BiasSurvey ResearchNonresponse BiasNonresponse Error AnalysisResponse Bias AnalysisResponse Bias AssessmentSurvey Nonresponse BiasSurvey Response Bias
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.
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