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Journal Article

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
DOI: 10.2307/3150777
Stable URL: http://www.jstor.org/stable/3150777
Page Count: 5
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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
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Abstract

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.

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