search query: @indexterm market research / total: 2057
reference: 288 / 2057
| Author: | Gendall, P. Hoek, J. Brennan, M. |
| Title: | The tea bag experiment: More evidence on incentives in mail surveys |
| Journal: | Journal of the Market Research Society
1998 : OCT, VOL. 40:4, p. 347-351 |
| Index terms: | Asia Market research Surveys Response rate Incentives Effectiveness |
| Freeterms: | Postal service |
| Language: | eng |
| Abstract: | This paper reports the results of a study comparing the effectiveness of a tea bag and a USD 1 coin as prepaid incentives in a mail survey of the general public. The tea bag had no effect on response rate but the USD coin produced significant increase in response of more than 7 %, confiming the efficacy of this type of incentive. The paper points out that it is impossible to generalise about the cost-effectiveness of prepaid money incentives, except that they are most cost effective when questionnaire, stationery and postage costs are high and labour costs are low. |
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