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| Author: | Wilson, E. |
| Title: | Research practice in business marketing: a comment on response rate and response bias |
| Journal: | Industrial Marketing Management
1999 : MAY, VOL. 28:3, p. 257-260 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT RESEARCH |
| Language: | eng |
| Abstract: | Tanner (Tanner, 1999) contends that journal reviewers and editors should be more lenient when it comes to reviewing findings of survey research with low response rates. The problem with this argument is that it seems to condone the acceptance of poorly conducted research. Data from surveys with low response rates are likely to be affected by self-selection bias. Consequently, results from such survey data are lacking in external validity. Work of Woodside and Ronkainen (1984) is reviewed to illustrate the disparity between respondents and nonrespondents in survey research. |
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