The influence of incentives and survey design on mail survey response rates for mature consumers

Rose, Janelle and Fogarty, Gerard (2009) The influence of incentives and survey design on mail survey response rates for mature consumers. In: ANZMAC 2009: Sustainable Management and Marketing , 30 Nov-2 Dec 2009, Melbourne, Australia.

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The mail survey is still the preferred research tool for the mature consumer population and questions remain about ways of boosting survey response rates. The influence of two
incentives were explored, a foil-wrapped tea bag and a $1 donation for each returned questionnaire in the study design. A significant higher response rate was only achieved for the first incentive. The effectiveness of a range of incentives and survey design features were
investigated. Respondents indicated that their preferred incentive was a $500 donation to a charity. With the ongoing use of mail surveys almost mandatory for populations like this one, this study shows that incentives and design features such as CEO endorsement are important
elements in improving response rates.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: The contents and any opinions expressed represent the views of the authors only. This publication is copyright. Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced without prior written permission from the Publisher.
Faculty / Department / School: Historic - Faculty of Sciences - Department of Psychology
Date Deposited: 19 Jan 2012 07:17
Last Modified: 03 Jul 2013 01:01
Uncontrolled Keywords: consumer surveys; response rate; incentives
Fields of Research : 01 Mathematical Sciences > 0104 Statistics > 010401 Applied Statistics
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
17 Psychology and Cognitive Sciences > 1701 Psychology > 170110 Psychological Methodology, Design and Analysis
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970117 Expanding Knowledge in Psychology and Cognitive Sciences

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