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The advertising agency manager’s response patterns to a mail survey and follow‐ups

B. Zafer Erdogan (Associate Professor of Marketing, Dumlupinar University, Turkey)
Stephen Tagg (Lecturer in Marketing, University of Strathclyde, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 November 2003



This study reports findings about British advertising agency managers’ response patterns to a mail survey and four follow‐up techniques (original, photocopy, postcard and letter), which were manipulated to determine their individual impact on response rate. Findings should provide original insights to mail survey researchers planning to sample advertising agency managers in reducing both non‐response and sampling bias. The initial response rate was just over 18 per cent and four follow‐up techniques altogether lifted the overall response rate to a little less than 32 per cent. There are several statistically significant differences of importance to mail researchers in reducing non‐response bias and increasing response rate.



Zafer Erdogan, B. and Tagg, S. (2003), "The advertising agency manager’s response patterns to a mail survey and follow‐ups", Marketing Intelligence & Planning, Vol. 21 No. 6, pp. 392-399.




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