| Autor: |
Deutscher, Terry, Burgoyne, David G., Ash, Stephen B. |
| Předmět: |
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| Zdroj: |
Journal of Personal Selling & Sales Management; Spring/Summer81, Vol. 1 Issue 2, p58, 5p |
| Abstrakt: |
The article discusses the problem of persuading sales representatives to respond to mail questionnaires in situations where it is impractical to obtain top management's endorsement, because numerous companies will be involved in the study. The study shows that sales representatives and sales executives are responsive to some incentives which are commonly employed in mail surveys. The highest response rate of all was obtained for the group which was notified ahead of time of the survey mailing. However, it proved to be a difficult and expensive process to reach this subsample. The nature of sales representatives' jobs can make these people difficult to reach by telephone. In this study, it took $300 in interviewer time and long distance charges to reach 99 individuals and subsequently obtain a 43.4% response rate. In comparison, including $1 with each questionnaire appears to be a relatively cost-effective alternative, because it generated a response rate of 40.3% with less than one-third the cost per respondent for incentives. |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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