The number or percentage of a sample that is classified as "nonresponse" is difficult to measure for most marketing research studies.

Question

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Nonresponse, defined as the inability or refusal by a respondent to participate in the study, should be appropriately addressed and measured. Often researchers go back and identify the traits of the respondents who refused to participate in order to compare them with those of respondents who participated to be sure the sample who responded is the same as those who did not respond.

The Number or Percentage of a Sample That Is Classified