| Author: | Greer, T. V. Lohtia, R. |
| Title: | Effects of source and paper colour on response rates in mail surveys (Direktwerbung) |
| Journal: | Industrial Marketing Management
1994 : FEB, VOL. 23:1, p. 47-54 |
| Index terms: | |
| Freeterms: | WERBEFORSCHUNG, WERBEPSYCHOLOGIE |
| Language: | eng |
| Abstract: | This research studied the effect of 4 sponsors (honour society, university, marketing research firm, and an unidentified sponsor) on the response rates to a questionnaire. In addition, the main and interaction effects of colour of stationery are examined. The authors conclude that mean response rates for a university or honour society are significantly higher than those for a marketing research firm or an unidentified sponsor. They found no significant impact on response rates by the use of different colours of stationery. |
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