Since January 1999 the British National Readership Survey (NRS) has asked interviewers to code whether each respondent was willing, had some reservations or was difficult to interview. This addition follows general investigative work into response rates conducted in Great Britain by the Market Research Society’s Research Development Foundation. The findings on willingness are examined in relation to demographics and readership estimates and compared to similar analysis by the number of interviewer call-backs required to achieve an interview. This comparison leads to some practical conclusions as to what sort of response rate strategies are likely to be most helpful in minimising rather than aggravating potential bias in the readership estimates.
Symposium: 1999: Florence, Session 4 - The Response Rate Challenge
Authors: Page, Katherine
Organisations: Ipsos MediaCT
Topics: Response Rates