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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250681
Page Count: 3
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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.
Journal of Marketing © 1976 American Marketing Association