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Personal and nonpersonal incentives in mail surveys: Immediate versus delayed inducements

Personal and nonpersonal incentives in mail surveys: Immediate versus delayed inducements Abstract A mail survey was conducted to empirically investigate contributions to charity as a method of stimulating responses to a mail survey. The research design included a control group and four experimental groups with the following treatments: a prepayment of $1.00 enclosed with the questionnaire (immediate personal reward), $1.00 promised upon return of the questionnaire with the respondent identified (delayed personal reward, no anonymity), $1.00 promised upon return of the questionnaire with no identification of the respondent (delayed personal reward, anonymity), and the promise of $1.00 contribution to a respondent-selected charity (delayed non-personal reward). The $1.00 prepayment yielded a statistically significant higher response rate than the $1.00 promised to charity or $1.00 promised upon return of the questionnaire. This study generally supports existing empirical foudnations of equity theory. An immediate personal reward yields a higher response rate than a delayed personal or non-personal reward. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Personal and nonpersonal incentives in mail surveys: Immediate versus delayed inducements

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References (12)

Publisher
Springer Journals
Copyright
1984 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02729490
Publisher site
See Article on Publisher Site

Abstract

Abstract A mail survey was conducted to empirically investigate contributions to charity as a method of stimulating responses to a mail survey. The research design included a control group and four experimental groups with the following treatments: a prepayment of $1.00 enclosed with the questionnaire (immediate personal reward), $1.00 promised upon return of the questionnaire with the respondent identified (delayed personal reward, no anonymity), $1.00 promised upon return of the questionnaire with no identification of the respondent (delayed personal reward, anonymity), and the promise of $1.00 contribution to a respondent-selected charity (delayed non-personal reward). The $1.00 prepayment yielded a statistically significant higher response rate than the $1.00 promised to charity or $1.00 promised upon return of the questionnaire. This study generally supports existing empirical foudnations of equity theory. An immediate personal reward yields a higher response rate than a delayed personal or non-personal reward.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Dec 1, 1984

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