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The advertising agency manager’s response patterns to a mail survey and follow‐ups

The advertising agency manager’s response patterns to a mail survey and follow‐ups This study reports findings about British advertising agency managers' response patterns to a mail survey and four follow-up techniques (original, photocopy, postcard and letter), which were manipulated to determine their individual impact on response rate. Findings should provide original insights to mail survey researchers planning to sample advertising agency managers in reducing both non-response and sampling bias. The initial response rate was just over 18 per cent and four follow-up techniques altogether lifted the overall response rate to a little less than 32 per cent. There are several statistically significant differences of importance to mail researchers in reducing non-response bias and increasing response rate. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The advertising agency manager’s response patterns to a mail survey and follow‐ups

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500310499257
Publisher site
See Article on Publisher Site

Abstract

This study reports findings about British advertising agency managers' response patterns to a mail survey and four follow-up techniques (original, photocopy, postcard and letter), which were manipulated to determine their individual impact on response rate. Findings should provide original insights to mail survey researchers planning to sample advertising agency managers in reducing both non-response and sampling bias. The initial response rate was just over 18 per cent and four follow-up techniques altogether lifted the overall response rate to a little less than 32 per cent. There are several statistically significant differences of importance to mail researchers in reducing non-response bias and increasing response rate.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Nov 1, 2003

Keywords: Surveys; Research work; Management attitudes

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