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- Title
LESSONS FROM NONRESPONSE IN A CONSUMER MARKET SURVEY.
- Authors
Walters, Michael J.; Ferrante-Wallace, Joan
- Abstract
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.
- Subjects
HOSPITAL patients; CONSUMER research; STATISTICAL sampling; CONSUMER behavior; HOSPITAL administration; HEALTH services administration; CUSTOMER satisfaction; CONSUMER attitudes; CUSTOMER loyalty; BUSINESS management of hospitals
- Publication
Journal of Health Care Marketing, 1985, Vol 5, Issue 1, p17
- ISSN
0737-3252
- Publication type
Article