PLANNING MAIL SURVEYS: A MANAGERIAL MODEL
针对多轮邮件调查中缺乏后期激励策略研究的问题，本文开发了一个管理规划模型，帮助市场调研经理评估不同调查策略对回复率、质量和代表性的影响。
ABSTRACT Typically the market research manager faced with implementing a multiple‐wave mail survey has certain requirements in terms of response rate, quality, and representativeness. The existing research literature provides some excellent insights into the effects of certain Wave 1 response stimuli. Unfortunately, very little research has been conducted on post‐Wave 1 stimuli, and no research has been done on multiple‐wave managerial strategy. The authors have developed a prototypic managerial planning model for evaluating various mail survey strategies over multiple‐response waves. Subject Areas: Marketing Management and Marketing Research .