A common form of non response in telephone surveys is...

A common form of non response in telephone surveys is “ring-no-answer.” That is, a call is made to an active number but no one answers. The Italian National Statistical Institute looked at non response to a government survey of households in Italy during the periods January 1 to Easter and July 1 to August 31. All calls were made between 7 and 10 p.m., but 21.4% gave “ring-no-answer” in one period versus 41.5% “ring-no-answer” in the other period.15 Which period do you think had the higher rate of no answers? Why? Explain why a high rate of non response makes sample results less reliable.

Key Concepts

Nonresponse Bias

Nonresponse bias occurs when the individuals who do not respond to a survey differ in meaningful ways from those who do respond. This bias can distort survey findings because the final sample may not accurately represent the overall population, leading to inaccurate conclusions about the subject matter of interest.

Response Rate

The response rate is the proportion of individuals contacted who actually complete a survey. A low response rate can compromise the validity of survey results because it increases the likelihood that the voices of nonrespondents—who may have different characteristics or views—are underrepresented, thus affecting the overall accuracy.

Survey Reliability

Reliability in survey research refers to the consistency and dependability of the measurement process. When a high rate of nonresponse is present, it undermines the reliability of the results because the obtained data may not consistently reflect the true attributes of the target population, making the survey outcomes less trustworthy.

Timing in Survey Methodology

Timing in survey methodology refers to the scheduling of contact attempts or data collection. Different time periods may affect response rates due to variation in people's availability or willingness to participate, which in turn can contribute to nonresponse bias if certain times systematically miss portions of the target population.

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