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Another Note on Survey Return Rates

Steven S. Armstrong (Assistant Director of Organizational Research and Support for Kelly Services, Inc. He earned his Ph.D in Behavioral Sciences from Western Michigan University and has published articles in a variety of organizational disciplines.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1991



Highlights the importance of ensuring the highest possible return rates when using mail surveys. Describes a study investigating the difference in return rates between a parent company and a fictitious consulting firm. Reports that there was no difference between response rates for two different return addresses, and that response bias was not a problem. Concludes therefore that great cost savings can be made as a result of developing and mailing the materials in‐house. Summarizes research literature on response rate surveys.



Armstrong, S.S. (1991), "Another Note on Survey Return Rates", Journal of Services Marketing, Vol. 5 No. 2, pp. 17-22.




Copyright © 1991, MCB UP Limited

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