Weighting Procedures in Probability-Type Samples
Journal of Marketing · 1959 · Volume 23 · Issue 1
DOI: 10.1177/002224295802300107
Abstract
This article examines critically the various problems of weighting probability-type samples, paying particular attention to those instances when no call-backs are made in the field. Deficiencies in the nights-at-home weighting procedure are analyzed, and alternative suggestions for minimizing many of the complexities of card weighting are presented. Much of the material is documented by extracts from a 30,000-interview national study during which technical experiments were tried.
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