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Mail Questionnaire Response Rates: Updating Outmoded Thinking

Douglas R. Berdie and John F. Anderson
Journal of Marketing
Vol. 40, No. 1 (Jan., 1976), pp. 71-73
DOI: 10.2307/1250681
Stable URL: http://www.jstor.org/stable/1250681
Page Count: 3
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Mail Questionnaire Response Rates: Updating Outmoded Thinking
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Abstract

How meaningful are the ratios used in reporting mail questionnaire response rates? Berdie and Anderson look at the shortcomings of several commonly used response rate ratios and suggest an alternative approach to reporting response rates.

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