Prenotification and industrial survey responses
Article Abstract:
This study focuses on a test of two methods for enhancing response to mail surveys directed at a business population of industrial marketing executives. It investigates the relationship of various factors on response rates, response speed, and response completion. The factors manipulated are prenotification of respondents and the use of commitment cards as a "foot-in-the-door" mechanism. Even though the foot-in-the-door phenomenon is confirmed, its use via commitment cards in mail survey research leads to reduced response rates and increased costs. The use of prenotification leads to increased response rates, but those are accompanied by decreased response speed. The study also estimates the respondent delegation rate, or deflection rate, and investigates some differences in types of deflection. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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How designers and buyers evaluate products
Article Abstract:
This article reports a research project in which industrial buyers and designers were asked to make market value estimations on various product configurations. The product variations tested were on a class of variables defined as "emotive" characteristics (e.g., size, color, and texture). Recent literature in industrial buying and psychology was used to operationalize the construct of emotive product characteristics for industrial products. The responses to such emotive characteristics were experimentally measured within a representative sample of industrial buying centers. A total of 51 buyers and designers participated via on-site visits. Significant role-based differences were found, and the implications of these differences are discussed. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1989
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Involving purchasing in product development
Article Abstract:
This article underscores the pivotal role purchasing personnel can play in the industrial new product development process. Purchasing professionals can and must become more actively involved in the total program of generating new ideas and assisting in the implementation of successful development efforts. Industrial marketers should systematically and creatively include purchasing in all product development pursuits. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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