The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 10: Dealing with Missing Data in Surveys and Databases
Dealing with Missing Data in Surveys and Databases
Customer surveys and internal customer databases often have missing data. Missing data in surveys can arise for various reasons. For example, they can arise because a respondent did not know the answer (“don't know” response); the respondent was not comfortable answering the question, such as about income (refusal); the respondent skipped the question because it took too much effort to answer (see Chapter 6); the respondent broke off the survey before completing it; or the analyst was not able to read the response. For example, Kamakura and Wedel (2000, p. 491) reported that item nonresponse can amount to as much as 50% of the data in marketing research. In our ...