This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Collier, J. E. Articles by Bienstock, C. C. Search for Related Content Social Bookmarking                         What's this?

An analysis of how nonresponse error is assessed in academic marketing research

University of Memphis and Mississippi State University, USA, jcollier{at}cobilan.msstate.edu

Carol C. Bienstock

Radford University, USA, cbienstoc{at}radford.edu

Nonresponse error is a topic that draws little attention but can dramatically affect the ability to generalize results of a research study. The authors carried out an empirical investigation that took a critical look at the marketing discipline to see how nonresponse error was being addressed in three of the top five marketing journals. The data for this study consisted of a content analysis of all articles from the Journal of Marketing, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science from 1999 through 2003 to determine if and how nonresponse error was being addressed in academic marketing research. This article details the findings of this content analysis, i.e., what measures are being used to assess nonresponse error along with the literature cited in support of these measures. The article concludes with an overall analysis of how well this topic is being addressed along with further suggestions for assessing nonresponse in the field of marketing research.

Key Words: assessment measures • content analysis • marketing research • nonresponse error

Marketing Theory, Vol. 7, No. 2, 163-183 (2007)
DOI: 10.1177/1470593107076865


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				M. Wright and J. S. Armstrong The Ombudsman: Verification of Citations: Fawlty Towers of Knowledge? Interfaces, March 1, 2008; 38(2): 125 - 139. [Abstract] [PDF]