Multiple Criteria Effects in a Mail Survey Experiment
Open Access
- 1 May 1978
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (2) , 280-284
- https://doi.org/10.1177/002224377801500214
Abstract
A factorial mail survey experiment was used to investigate response rate, response quality, and response bias effects related to the use of three response inducement techniques. The results suggest cover letter message, survey sponsorship, and return postage alternatives that decrease sampling error and survey costs without introducing systematic survey errors.Keywords
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