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Home→The Westburn Dictionary of Marketing→N→non-response

non-response

Definition:
The act of not taking part in a market research survey: refusing to be interviewed, failing to return a completed mail questionnaire. It is an important factor in assessing the validity and reliability of survey data: a non-response rate in excess of 25 per cent of the target sample must raise some doubt as to the value of the survey information.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau], [1998].