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HOW TO GET MORE FOR YOUR MONEY IN MAIL SURVEYS

Gary L. Clark (Associate professor of marketing at Southwest Missouri University beginning in the Fall of 1988. He holds a D.B.A. in marketing from the University of Kentucky.)
Peter F. Kaminski (Currently an associate professor of marketing at Northern Illinois University. He holds a Ph.D. from the Pennsylvania State University and has previously taught on the faculties of St. Bonaventure University and the Pennsylvania State University.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1988

60

Abstract

The question of whether personalization increases or decreases mail survey response rates has not been completely resolved in the marketing literature. Also, few studies address the issue of whether the results of the personalization are worth the added cost. This study shows that different postage treatments in combination with different levels of cover letter personalization result in a significant difference in response rates to mail questionnaires. A cost/benefit analysis of the effectiveness of increased personalization is also presented.

Citation

Clark, G.L. and Kaminski, P.F. (1988), "HOW TO GET MORE FOR YOUR MONEY IN MAIL SURVEYS", Journal of Business & Industrial Marketing, Vol. 3 No. 1, pp. 17-23. https://doi.org/10.1108/eb006047

Publisher

:

MCB UP Ltd

Copyright © 1988, MCB UP Limited

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