Estimating nonresponse bias in mail surveys

J. Scott Armstrong, University of Pennsylvania
Terry S. Overton, Merck, Sharp and Dohme

Article comments

Postprint version. Published in Journal of Marketing Research, Volume 14, Issue 3, August 1977, pages 396-402. The author has asserted his/her right to include this material in ScholarlyCommons@Penn.

Abstract

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.