Measuring Nonrepresentativeness in a Bank Customer Survey: A Case Study

Abstract

Nonrepresentativeness is a major issue in most survey research situations because of the total lack of hard information about nonrespondents. Advanced information systems available to financial institutions in the form of marketing customer information file systems (MCIF) make it possible for the researcher to identify, in advance, important customer financial variables which can later be used in a direct comparison of respondents and nonrespondents in a given customer survey.