Often the response rate for a given market segment is a function of the relevance of the topic to that segment. Consequently, in situations where the topic interest differs among segments, it is not correct to use the proportion of returned responses that indicate interest in the topic as the estimate of the population proportion. The authors describe three different models useful in assessing differential response rates and the methods for estimating each model. An application of real survey data is used to compare and contrast the different estimates.
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