Determinants of industrial mail survey response: A survey‐on‐surveys analysis of researchers' and managers' views

This paper compares the perceptions of marketing research executives and industrial respondents regarding factors impacting on industrial mail survey response. Following a review of the different research traditions to the study of mail response rates, a “survey‐on‐surveys “ approach is introduced and used to study the potential impacts of different design and implementation factors on survey response. The results of the study provide empirical evidence on the perceived influence of a wide variety of response‐inducing factors in industrial mail surveys, and are used to generate managerial recommendations for the conduct of the latter. Directions for future research are also identified.

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