Performance Related Nonresponse Bias in Surveys of Dyadic Channel Relationships

Abstract

Abstract In dyadic channel relations research, the combined effects of lack of anonymity, question sensitivity, sponsor ambiguity, and the stakes that are involved in channel relationships may inhibit lower-performing channel members from responding to surveys. Using a sample of 100 manufacturers' representatives from four industrial firms, a difference was found in territorial market shares between respondents and nonrespondents to the initial mailing of a questionnaire concerning channel member relationships. However, respondents in later waves of mailings were found to be no different in market shares than the remaining nonrespondents. These results suggest the use of multiple waves of mailings to minimize the potential of a performance related nonresponse bias.