Abstract
How to achieve good response rates from domestic and international mailings continues to be a perplexing problem for researchers. Studies abound that test the effects of adjustments to specific elements of the survey package. This study advocates the adoption of a more theoretically grounded and integrated approach rather than the random adjustment of specific elements. One such approach, the total design method (TDM) is reviewed and its normative guidelines documented. A study using the approach in a commercial context was conducted in three countries with positive results. The approach was seen to have a positive effect on response rates and to minimize the problem of source country effects.
Original language | English |
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Pages (from-to) | 459-467 |
Number of pages | 9 |
Journal | Industrial Marketing Management |
Volume | 27 |
Issue number | 6 |
DOIs | |
Publication status | Published - Nov 1998 |
Externally published | Yes |