Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 19

A large furniture store located in a city in the southwestern United States was interested in determining how households living in and around the city viewed the image of the store. Store managers hired a local market research company to collect data. The researchers drew a systematic sample of 2,500 names from the local telephone directory and set out to conduct telephone interviews. At the conclusion of the data collection phase of the project, the researchers recorded 1,223 completed interviews, 598 not-at-homes, 427 refusals, and 252 nonworking telephone numbers. Calculate the response rate on the project.