E‐mail survey response rates: targeting increases response
Anita Jackson
(Associate Professor of Marketing, Central Connecticut State University, New Britain, Connecticut, USA)
Ray DeCormier
(Associate Professor of Marketing, Central Connecticut State University, New Britain, Connecticut, USA)
1600
Abstract
E‐mail is the most used of the electronic media. It is a cheap and quick means of communicating with clients and customers. It is also a means of collecting information on customers. This study analyses the response rates of a targeted and non‐targeted group to a financial questionnaire. The targeted group provided more complete and useful data than the non‐targeted group. The conclusions indicate strategies for using e‐mail to gather customer information.
Keywords
Citation
Jackson, A. and DeCormier, R. (1999), "E‐mail survey response rates: targeting increases response", Marketing Intelligence & Planning, Vol. 17 No. 3, pp. 135-140. https://doi.org/10.1108/02634509910271588
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited