Although considerable research has addressed the impact of various factors on mail survey response rate, relatively little has focussed on survey sponsorship and none has investigated the manner in which respondent anonymity is assured. In addition, little of what research has been done has included the criterion of response speed or has related to a business population. The results of this study, undertaken with a business audience, suggests that survey sponsorship does influence return of a questionnaire and that gains in response might be obtained by doubly assuring potential respondents of their anonymity.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Feb 1, 1996
Keywords: Customer surveys; Market research; Research organizations
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