The Effects of Source and Appeal on Mail Survey Response Patterns
Open Access
- 1 August 1977
- journal article
- other
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (3) , 374-378
- https://doi.org/10.1177/002224377701400314
Abstract
Two major sponsors of consumer mail surveys are universities and commercial research firms. Results of the experiment discussed here suggest that these sponsors should differ in the appeal they include in survey cover letters to elicit the most favorable response patterns.Keywords
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