Increasing mail survey response rates from an industrial population - A cost-effectiveness analysis of four follow-up techniques

ERDOĞAN B. Z., Baker M.

INDUSTRIAL MARKETING MANAGEMENT, vol.31, no.1, pp.65-73, 2002 (SSCI) identifier identifier identifier


This article reports findings from a mail survey and field experiment that manipulated four follow-up techniques. Three hundred and twenty-eight non-respondents of a mail survey were systematically assigned (every fourth one) to four follow-up techniques: Original Replacement Follow-up (ORF); Photocopy Replacement Follow-up (PRF); Postcard Follow-up (PCF); and, Letter Follow-up (LTF). Findings indicate several statistically significant differences suggesting that there is a trade-off between the number of responses and cost per response. (C) 2001 Elsevier Science Inc. All rights reserved.