CIMM DEFINITION: The lack of or under-representation of a specific segment of the viewing audience or the sample which can lead to erroneous research conclusions about overall behavior because the omitted segment has different viewing behaviors or patterns than the rest of the population. This can be due to such things as equipment malfunction or failure or a lack of cooperation by the viewer / subscriber.
NOTE – Does not exist in STB data? Non-response bias can exist in STB data if the sample of STBs is not representative of the targeted audience. However, in as much as the STB data enabled households are representative of the targeted segment, it should overcome issues of non-response bias. (Source: Visible World)
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