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Mail survey reliability through follow‐up mailings: the case of auditor changes

Mail survey reliability through follow‐up mailings: the case of auditor changes Two of the possible problems that may arise from gathering data by mail questionnaire are: survey recipients fail to respond, or they respond but provide unreliable data. Extant research has examined the effects of pressure to respond on increasing response rates; however, efforts to achieve a high response rate may produce unreliable data. The analysis presented in this paper examines the effects of increased pressure to respond to mail surveys on the reliability of survey responses. Our findings suggest that increased pressure to respond, decreased the reliability of information obtained. In addition, we show that personalization of the survey increases the reliability of responses. However, the conclusions concerning information suppression are not clear. The type of auditor change was a significant determinate of response reliability, but companies with greater financial distress were no more likely to give unreliable responses concerning the independent auditor changes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managerial Auditing Journal Emerald Publishing

Mail survey reliability through follow‐up mailings: the case of auditor changes

Managerial Auditing Journal , Volume 19 (8): 7 – Oct 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0268-6902
DOI
10.1108/02686900410557944
Publisher site
See Article on Publisher Site

Abstract

Two of the possible problems that may arise from gathering data by mail questionnaire are: survey recipients fail to respond, or they respond but provide unreliable data. Extant research has examined the effects of pressure to respond on increasing response rates; however, efforts to achieve a high response rate may produce unreliable data. The analysis presented in this paper examines the effects of increased pressure to respond to mail surveys on the reliability of survey responses. Our findings suggest that increased pressure to respond, decreased the reliability of information obtained. In addition, we show that personalization of the survey increases the reliability of responses. However, the conclusions concerning information suppression are not clear. The type of auditor change was a significant determinate of response reliability, but companies with greater financial distress were no more likely to give unreliable responses concerning the independent auditor changes.

Journal

Managerial Auditing JournalEmerald Publishing

Published: Oct 1, 2004

Keywords: Auditors; Surveys; Reliability management

References