This is a common source of error in survey research caused by the inadequate response and/or completion rates. Non-response bias may be due to refusal to participate, drop-outs, or cohort-specific participation deterrents. A high non-response rate may mean that the participants are not truly representative of the target market. Further, if non-response is disproportionate across groups, some groups may be under-represented in the research. See also Weighting
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