The impact of monetary inducement on uninformed response error

I. Del Hawkins, Kenneth A. Coney, Donald W. Jackson

Journal of the Academy of Marketing Science · 1988 · Volume 16 · Issue 2

Abstract

Response quality (accuracy) is replacing response quantity (response rate and nonresponse error) as the major issue in survey research methodology. Using a survey of 500 members of the general public from four cities, the authors examine an important aspect of response quality: uniformed response error. By asking respondents to evaluate the past performance of a fictitious public agency, the authors examine the effect that using a monetary inducement to increase the response rate to a mail survey has on uniformed response error. In addition, the ability of a “Don’t know” option to reduce uninformed response error is analyzed. The important impact that uniformed responses can have on response quality is documented.

Keywords

Market Research, Neutral Position, Monetary Incentive, Past Performance, Mail Survey

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