The Effectiveness of University Sponsorship in Increasing Survey Response Rate

Autor:	François A. Carrillat, Daniel M. Ladik, Paul J. Solomon
Rok vydání:	2007
Předmět:	Marketing Mail survey Advertising Psychology Response rate
Zdroj:	Journal of Marketing Theory and Practice. 15:263-271
ISSN:	1944-7175 1069-6679
DOI:	10.2753/mtp1069-6679150306
Popis:	The purpose of this research is to investigate mail survey response rate effects of local university sponsorship (i.e., targeting respondents living within the vicinity of a partner university). Data from 165 questionnaires reveal that (1) response rates in the home city of the sponsor university are higher than in out-of-state cities, (2) the effectiveness of university sponsorship does not diminish when prenotification techniques are also used, and (3) the effects of university sponsorship and prenotifications are additive, the best results being obtained when both techniques are used together.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3be1f37b4a575958506111ce1be7d4e5 https://doi.org/10.2753/mtp1069-6679150306 Zobrazit plný text záznamu Plný text ve formátu PDF