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Response Rate And Response Error In Marketing Research, M. Yasemin Ocal Atinc
Response Rate And Response Error In Marketing Research, M. Yasemin Ocal Atinc
Doctoral Dissertations
In this study, I investigate the perspectives of marketing researchers views about the two important concepts of survey research, response rate and response bias. I specifically aimed to answer the following questions: Research Question #1: Do marketing researchers separate the concepts of response rate from response bias? Research Question #2: How exactly should data quality be measured? Is it about sample representativeness, minimizing non- response bias or just solely Increasing the response rate? Research Question #3: What are researchers doing to assess and minimize response bias? Research Question #4: Do additional efforts put forth by survey researchers, such as reminder …