Salesmen's personality characteristics and sample bias
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 3
Abstract
A major issue in marketing concerns potential bias from nonreturns in survey research. This study was designed to examine if their are personality characteristics that differentiate the respondents from nonrespondents in a mailed questionnaire. Five hundred and eight salesmen of a national marketing firm participated in the study. Nine of the twenty variables studied had a significant difference between respondents and nonrespondents. Practical and theoretical considerations suggests that a respondent population may be an even more select group than previously considered.
Keywords
Personality Characteristic, Sample Bias, Mail Survey, American Market Association, External Orientation
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