Measurement of nonresponse error in national TV panels

Date of publication: June 15, 1992

Company: Nielsen

Author: John A. Dimling

Abstract:

In sampling human populations, the researcher is always faced with the issue of nonresponse, whether through the unwillingness or the inability of the predesignated respondent to supply the required information. The problem is magnified in the case of television audiences measurement where continuous observations on the same respondents are the norm.

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