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Response rate Definition

The percentage of persons in a sample who completed an interview out of the total number of eligible respondents.

A response rate is the percentage of individuals who complete a survey or research activity out of the total number invited or contacted. It is a key indicator of data collection effectiveness.

Who relies on response rates in market research?

Fieldwork teams, project managers, client-side researchers, survey designers and data quality analysts rely on response rates to evaluate recruitment success and data representativeness.

What are the key aspects of response rates in market research?

• Calculated as (completed responses ÷ total invitations) × 100.
• Varies by mode (online, phone, in-person).
• Influenced by survey length, incentives, topic relevance and timing.
• Used to assess sample quality and potential nonresponse bias.
• Tracked throughout data collection.

Why is response rate important in market research?

A strong response rate increases confidence that the sample accurately reflects the target population. Low response rates can introduce bias, reducing the validity of the findings.

How do market researchers monitor response rates?

Researchers monitor response rates to adjust recruitment strategies, optimize fieldwork timing, improve survey design and ensure sample quotas are met. They also report response rates to evaluate study reliability and guide future planning.