CONSUMER MAIL SURVEY RESPONSES: MORE (UNBIASED) BANG FOR THE BUCK

Abstract

Four hundred professionals were sent surveys which measured the individual's propensity for financial risk and self‐descriptions of personal and business financial risk‐taking behavior. One of four possible incentives (a prepaid $1 payoff, a promised $2 payoff, a $100 lottery, and no incentive) was offered to each surveyed subject. The prepaid $1 incentive resulted in the highest response rate. The type of incentive did not result in meaningful bias in the response pool.

Citation

Lorenzi, P., Friedmann, R. and Paolillo, J.G.P. (1988), "CONSUMER MAIL SURVEY RESPONSES: MORE (UNBIASED) BANG FOR THE BUCK", Journal of Consumer Marketing, Vol. 5 No. 4, pp. 31-38. https://doi.org/10.1108/eb008236