Nonresponse bias seems to be easy to forget. No matter how many times research scientists attempt to teach about this bias, it doesn’t seem to stick in anyone’s memory. That’s why after the recent election -- and after all elections to some extent -- news journalists wrote thousands of words about “Why were the polls so off?” As if survey research is always perfectly accurate except when we can check it against reality in some way, as in election vote counting.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.