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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.

Item type: Article
ID code: 4494
Keywords: Advertising agencies, management attitudes, research work, surveys, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 27 Jan 2008
    Last modified: 12 Mar 2012 10:41
    URI: http://strathprints.strath.ac.uk/id/eprint/4494

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