The effects of appeals, anonymity, and feedback on mail survey response patterns from salespeople
Article Abstract:
The effects of manipulation of appeal types, anonymity/nonanonymity, and the promise/no promise of feedback of research results on response patterns were examined using a sales population. The results indicate that the use of these techniques can enhance the response patterns from salespeople. Specifically, the egoistic appeal, the interaction of egoistic appeal with anonymity, and feedback were shown to influence response rate, response speed, and response completeness. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1989
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The art of marketing research: selections from Paul F. Lazarsfeld's 'Shoe Buying in Zurich' (1933)
Article Abstract:
The market research studies done in Central Europe by Paul F. Lazarsfeld's Institute for Economic Psychology from 1926-1933 are unheralded classics of market analysis. Pre-figuring today's 'post-modernist' inquiry, they probe consumers' behavior with astonishing depth, power, and sensitivity. A translation of major sections from one report is presented here with an introductory commentary. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1990
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