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Estimating Nonresponse Bias in Mail Surveys
J. Scott Armstrong and Terry S. Overton
Journal of Marketing Research
Vol. 14, No. 3, Special Issue: Recent Developments in Survey Research (Aug., 1977), pp. 396-402
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150783
Page Count: 7
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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.
Journal of Marketing Research © 1977 American Marketing Association