The measurement and magnitude of nonresponse in U.S. consumer telephone surveys

Due to the absence of hard data and the lack of standardization with respect to nonresponse terminology and reporting procedures, U.S. commercial survey researchers have been unable to obtain an accurate assessment of the nature and extent of the nonresponse problem. However, the results of two recent studies conducted by the author among leading U.S. based market and public opinion research firms revealed that nonresponse is one of the major problems now confronting the commercial survey research industry. This paper discusses the results of the two studies and their implications.