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Impact of "Blocking" within Prenotification Appeal on Mail Survey Response Rates
Rajan Nataraajan and Madhukar G. Angur
Journal of Marketing Theory and Practice
Vol. 4, No. 4 (Fall, 1996), pp. 106-111
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40469830
Page Count: 6
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This paper deals with a new aspect of mail survey prenotification that the authors call "blocking," which refers to the opportunity given in a prenotifying letter to a potential mail survey respondent to choose not to participate in the survey by indicating non-interest through the return of a postage-paid card. The sample for this exploratory study consisted of 600 households with memberships in a large metropolitan fitness center. The findings indicate that blocking within a mix of personal and social appeals results in a significantly (p< 0.05) higher response rate than within a personal appeal alone. Implications of the findings are discussed.
Journal of Marketing Theory and Practice © 1996 Taylor & Francis, Ltd.