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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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The advertising agency manager's response patterns to a mail survey and follow-ups

Erdogan, B. Zafer and Tagg, Stephen (2003) The advertising agency manager's response patterns to a mail survey and follow-ups. Marketing Intelligence and Planning, 21 (6). pp. 392-399. ISSN 0263-4503

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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.