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Mail Survey Premiums and Response Bias
William J. Whitmore
Journal of Marketing Research
Vol. 13, No. 1 (Feb., 1976), pp. 46-50
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150900
Page Count: 5
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Does the inclusion of a premium in a mail survey not only increase the response rate, but also bias the responses? An analysis comparing respondents who were sent a premium with those who were not reveals little to suggest that such a systematic bias results from inclusion of a premium with a mail survey. Certain previously cited biases were not found significant in this study.
Journal of Marketing Research © 1976 American Marketing Association