A multifactor experiment on the generalizability of direct mail advertising response techniques to mail survey design
Taylor E. Little M.S.I.M., Milton M. Pressley D.B.A.
Journal of the Academy of Marketing Science · 1980 · Volume 8 · Issue 4
Abstract
This field experiment support for the idea that response-enhancing techniques developed in the direct mail advertising field may be generalized to mail surveys of commercial populations. Significant response-speed techniques. It was also discovered that none of the three techniques tested significantly affected response-quality. The results of this study suggest that response-rate and-speed are stimulated by different factors which must be treated as distinct components when designing a mail survey. Finally, the findings imply that the experimental factors' effect on response-speed is an additive combination of factor interactions and main effects. This, in turn, suggests that the impact of the experimental manipulation on response-speed operates through a more complex process than the one generally found for the response-rate criterion.
Keywords
Experimental Factor, Mail Survey, Return Envelope, Nevin, Dichotomous Dependent Variable
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