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The drop and collect survey among industrial populations: Theory and empirical evidence

Ibeh, K.I.N. and Brock, J.U. and Zhou, J. (2004) The drop and collect survey among industrial populations: Theory and empirical evidence. Industrial Marketing Management, 33 (2). pp. 155-165.

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Abstract

This paper examines the effectiveness of drop-and-collect-survey (DCS) method in improving response rates among organisations. It proposes a theory for its effectiveness and advances a number of propositions relating to its usage among organisations. Subsequent analyses, using empirical evidence from two separate DCS-based studies in Nigeria and Germany, suggest that the DCS results in significantly higher response rates among organisational respondents compared to mail questionnaires. These improved response rates are more likely to be achieved among smaller organisations and through direct, face to face, contact with the target key informant. Combining DCS with prenotification showed only a small, but positive effect. Support was also found for the hypothesised greater effectiveness of the DCS among high-technology firms relative to their low-technology counterparts. Based on the proposed theory and the empirical findings, a DCS decision and implementation framework is presented and directions for future research suggested.