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Open Access research with a European policy impact...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the European Policies Research Centre (EPRC).

EPRC is a leading institute in Europe for comparative research on public policy, with a particular focus on regional development policies. Spanning 30 European countries, EPRC research programmes have a strong emphasis on applied research and knowledge exchange, including the provision of policy advice to EU institutions and national and sub-national government authorities throughout Europe.

Explore research outputs by the European Policies Research Centre...

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.