An experimental study of four methods of measuring unit costs of obtaining attitude toward the retail store

Abstract

Four methods of obtaining responses to a questionnaire dealing with attitudes toward retail stores were compared: mailed questionnaire with no reward for filling it out and returning it, mailed questionnaire including 25 to be kept by the respondent, mailed questionnaire with the promise that 25 would be sent the respondent if he returned the questionnaire filled out, and personal interview questionnaire. Differences in terms of cost per unit of returns and in terms of differences in responses are discussed. (PsycInfo Database Record (c) 2025 APA, all rights reserved)