Lessons from nonresponse in a consumer market survey.
Although consumer surveys performed by outside organizations are a vital marketing tool in health care, hospital managements must be concerned with the sampling process. Failure to recontact those survey respondents who initially refused to respond introduces serious biases into the results. Actual data show that consumer preferences for specific hospitals changed when initial nonrespondents were included in the sample.
D003256:Community Participation; D003625:Data Collection / Q000592:standards*; D006761:Hospitals; D008389:Marketing of Health Services; D014481:United States