论文信息 - A COMPUTER SIMULATION APPROACH TO THE TEACHING OF MAIL SURVEY STRATEGY ALTERNATIVES AND CHOICE

A COMPUTER SIMULATION APPROACH TO THE TEACHING OF MAIL SURVEY STRATEGY ALTERNATIVES AND CHOICE

The author uses a computer simulation of mail questionnaire response rates to acquaint students with trade-offs in terms of survey cost, accuracy, and time. In the absence of a theoretical base in the literature, the approach familiarizes students with current issues and problems, and helps to develop a decision-making framework for this survey method. A step-by-step procedure emphasizing student involvement is described.

Alvin C. Burns

[1] E. G. Francel. Mail-Administered Questionnaires: A Success Story , 1966 .

[2] W. E. Cox. Response Patterns to Mail Surveys , 1966 .

[3] James E. Stafford. Influence of Preliminary Contact on Mail Returns , 1966 .

[4] Walter B. Wentz. Marketing Research: Management and Methods , 1972 .

[5] Jagdish N. Sheth,et al. Follow-up Methods, Questionnaire Length, and Market Differences in Mail Surveys , 1975 .

[6] Eli P. Cox,et al. Reappraising Mail Survey Response Rates , 1974 .

[7] Frederick Wiseman,et al. Factor Interaction Effects in Mail Survey Response Rates , 1973 .

[8] Bruce L. Stern,et al. Research for Marketing Decisions , 1978 .

[9] Thomas R. Wotruba,et al. Monetary Inducements and Mail Questionnaire Response , 1966 .

[10] W. Kephart,et al. Increasing the Responses to Mail Questionnaires: A Research Study , 1958 .

[11] Neil M. Ford. The Advance Letter in Mail Surveys , 1967 .