Response Rate and Response Bias in Marketing Research [chapter]

Yasemin Ocal, Barry J. Babin
2015 Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing  
In this study, we investigate the perspectives of marketing researchers views about the two important concepts of survey research, response rate and response bias. In an attempt to answer the research questions stated, we have collected both primary and secondary data. The primary data was collected from the Academy of Marketing Science active members. Eight versions of an excerpt were taken from an actual article that was accepted for publication recently.
doi:10.1007/978-3-319-24184-5_174 fatcat:bnlhq2i3wrdh3ibzu564jjo76i