Another Note on Survey Return Rates
Abstract
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.
Keywords
Citation
Armstrong, S.S. (1991), "Another Note on Survey Return Rates", Journal of Services Marketing, Vol. 5 No. 2, pp. 17-22. https://doi.org/10.1108/EUM0000000002529
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited