You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Effects of Source and Appeal on Mail Survey Response Patterns
Michael J. Houston and John R. Nevin
Journal of Marketing Research
Vol. 14, No. 3, Special Issue: Recent Developments in Survey Research (Aug., 1977), pp. 374-378
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150777
Page Count: 5
You can always find the topics here!Topics: Questionnaires, Response rates, Cover letters, Research universities, Mail services, Commercials, Mathematical dependent variables, Altruism, Survey responses, School surveys
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Two major sponsors of consumer mail surveys are universities and commercial research firms. Results of the experiment discussed here suggest that these sponsors should differ in the appeal they include in survey cover letters to elicit the most favorable response patterns.
Journal of Marketing Research © 1977 American Marketing Association