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| Author: | Paxson, M. C. |
| Title: | Follow-up mail surveys (Erhebungsmethode) |
| Journal: | Industrial Marketing Management
1992 : AUG, VOL. 21:3, p. 195-201 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | This article discusses the possible risks of failing to follow up mail surveys of business and industrial firms and the relative costs of follow-up procedures. Without follow-up, non-response error is greater, and the validity and reliability of data are reduced. The article argues that survey data may be only marginally useful if based on unrepresentative samples of the population in question, and demonstrates that the costs of follow-up compare |
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