Determinants of industrial mail survey response: A survey‐on‐surveys analysis of researchers' and managers' views

This paper compares the perceptions of marketing research executives and industrial respondents regarding factors impacting on industrial mail survey response. Following a review of the different research traditions to the study of mail response rates, a “survey‐on‐surveys “ approach is introduced and used to study the potential impacts of different design and implementation factors on survey response. The results of the study provide empirical evidence on the perceived influence of a wide variety of response‐inducing factors in industrial mail surveys, and are used to generate managerial recommendations for the conduct of the latter. Directions for future research are also identified.     

Manipulating dissonance to improve mail survey response

Despite the large amount of research on mail questionnaires, there has been little effort toward the development of a questionnaire response theory that might guide the design of mail survey research. The authors conceptualize mail questionnaire response as a series of responses to a set of stimuli rather than a single decision to respond or not respond. A review of the mail survey response literature is provided and cognitive dissonance theory is used to explain why particular techniques are effective. Four types of nonrespondents are identified and suggestions are provided for the use of incentives, prenotification, follow-up contacts, type of postage, and cover letter treatments.     

Sociodemographic factors and mail survey response

Effects of sociodemographic factors on mail survey response rate, response speed, and data quality are summarized. Consistent with previous reviews, evidence for effects of education is strongest with possible effects of age and gender. Evidence for effects of other sociodemographic factors is either ambiguous or absent. Speed and quality of response are also associated with educational level and possibly age. Sociodemographic factors are briefly discussed in light of three theories of mail survey response behavior. © 1996 John Wiley & Sons, Inc.     

Toward a conceptualization of mail survey response behavior

A conceptual framework for understanding and researching mail survey response behavior is proposed and developed around the constructs of cooperation, trust, and commitment. Survey response is viewed as the cooperative exchange of information by respondents in return for an opportunity to shape their environment. Issues related to the valuation of the survey exchange process are examined within the proposed framework. Current survey inducement techniques are evaluated in terms of their relationship to the three central constructs and their effects on the decision to participate in a mail survey. © 1996 John Wiley & Sons, Inc.     

Behavioural factors in young people's fruit consumption

This study aims to find out the determinant factors affecting fruit consumption behaviour in Portuguese young people, based on the Health Action Process Approach (HAPA) model, and determine if this model explains differences according to gender, age and rural/urban environments. This research is innovative because it tests the HAPA model with young people, and because it adds social support to the HAPA model as an extra predictor of young people's behaviour. To gather the data, a questionnaire survey was applied in two public schools, one in a rural area and the other in a city. The survey was answered by 266 Portuguese young people, aged 15–21 years, from the 10th to the 12th grades. Authorization for the survey was given in advance, from the Ministry of Education, schools and parents, after which the survey was performed. Before applying the questionnaire, two pre‐tests were carried out, each with ten participants and with similar characteristics to the population studied. This study analyses action self‐efficacy, outcome expectancies, action planning, risk perception, intention, maintenance self‐efficacy and social support variables. The result was obtained through a two‐step process, by determining the measurement and structural model, using Smart PLS 2.0. The results show that young females have more factors determining fruit consumption, with greater social support for action self‐efficacy, greater maintenance self‐efficacy through action self‐efficacy, and greater perception of risk regarding fruit consumption. In terms of age, young people over 16 years present greater outcome expectations for the intention, greater perception of risk and action self‐efficacy for fruit consumption. The multi‐group analysis referring to differences between young people living in rural or urban environments did not show proof of the model giving a better explanation of one situation or the other. It can be concluded that the HAPA model is appropriate to the investigation of behaviour factors that influence young people's fruit consumption. The results also indicate that in the scope of the behaviour analysed the proposed model gives a better explanation for females and for those over 16 years.     

基于消费者购买决策过程的出版社网络营销策略研究

本文以消费者行为研究为基础,分析了出版社网络营销的现状,构建了网络消费者购买决策过程模型,通过对网络消费者购买出版社产品与服务六个阶段影响因素与存在问题的调查,制定出相应的网络营销策略。     

A threshold model for respondent heterogeneity

Continuous models of respondent heterogeneity assume the existence of a response function where variables of interest are continuously related to explanatory variables. In many situations this assumption may not be true. In this paper we propose an approach of modeling respondent heterogeneity that identifies abrupt changes in the distribution of response coefficients around a threshold specification. Our model differs from traditional threshold models by introducing the threshold effect to describe across-unit behavior as opposed to within-unit behavior. We illustrate our proposed Bayesian threshold model for survey data from a large national retail bank that examines the effects of service wait times on customer satisfaction. We find evidence of a threshold effect where long in-process wait times are associated with bank branches characterized by weak associations between service quality drivers and overall perceptions of service quality. Branches with wait times below the threshold are found to have much stronger associations.     

The influence of topic involvement on mail‐survey response behavior

In this study the influence of topic involvement on mail‐survey response rate and speed was experimentally investigated. The results show that response rates for topics that are generally considered as high involvement were higher than for topics that are generally considered as low involvement. However, the speed of response did not differ between the two levels of topic involvement. Moreover, in terms of response rates an interesting interaction effect was observed: For the high‐involvement topic, the response rate showed a further positive and significant correlation with the within‐topic level of involvement, but this was not the case for the low‐involvement topic. The implications of these findings to nonresponse bias in mail survey research are discussed. © 2002 Wiley Periodicals, Inc.     

The role of affective and cognitive decision-making processes during questionnaire completion

The use of affective and cognitive decision-making processes during questionnaire completion is examined through protocol analysis. Characteristics of the questionnaire, such as length and extremity of the scale anchor cues, resulted in more affective processing. Respondent-related variables, such as product familiarity, attitude toward survey research, and sex, had little influence on decision making. Finally, affective decision making influenced the outcomes of the questionnaire response analysis by being associated with more within-item variance, less decision time, and lower ratings. The implications of the results to applied and theoretical research are discussed. © 1994 John Wiley & Sons, Inc.     

The decision‐making process in viral marketing—A review and suggestions for further research

Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐making process from content reception to interaction must be clarified. This paper examines the decision‐making process of individuals in viral marketing using a new dynamic model. In addition, this work reviews the existing literature on viral marketing and structures to identify existing issues for further research. The decision‐making process is basically divided into two stages. In the first decision stage, individuals decide whether content should be considered. When individuals agree to view the content, they decide in the second stage whether they want to interact with it. These two decisions are influenced by three factors: the framework conditions, content, and interaction aims. With the help of the decision model, this paper summarizes the most important findings from viral marketing research over the last 20 years. In addition, this work provides new opportunities for further research in the field of viral marketing.     

Explaining the marketing effort of professional service providers: An exploratory study

A mail survey was done of professionals from major architectural, law, and accounting firms to determine what factors seem to explain how much effort they devote to marketing their firms' services. The results of this exploratory study identified several significant explanatory variables, a few of which had effects in some professions and not others. Additional research in this area is recommended.     

Sponsorship and follow-up effects on response quality of mail surveys

This paper reports the results of an investigation of response quality in a mail survey. Survey sponsorship (university versus consulting firm) was evaluated in relation to the classification of the respondent (university alumni versus general public) on the dependent variable. In addition, response quality of the follow-up questionnaire was compared to that of the initial mailing. The findings revealed that there were differences in response quality between the initial and follow-up mailing. No differences were found in response quality for the four experimental conditions within the initial mailing, but differences were found within the follow-up mailing. Interpretations of the findings are discussed and implications for further research are presented.     

Toward an integrated framework for online consumer behavior and decision making process: A review

This paper presents a comprehensive review of recent empirical studies dealing with online consumer behavior and decision‐making processes. To that end, the paper adapts and extends Engel, Kollat, and Blackwell's ( 1978 ) and Engel, Blackwell, and Miniard's ( 1986 ) decision‐making model as backdrop in the review of the literature. The vast majority of studies examine the link between external factors and one or more components of the decision‐making process. The findings of this study show a paucity of research on a number of components of decision making, as well as inconsistencies in the way the online environment is characterized. Finally, the findings show that student samples are prevalent among the studies identified and the research method is biased toward the survey method as opposed to experimentation. Discussion and conclusions are provided, and directions for future research are presented. ©2010 Wiley Periodicals, Inc.     

The impact of consumer decision‐making styles on consumer confusion in Mauritius: An empirical analysis

This article investigates the effects of consumer decision‐making styles on consumer confusion and harm. While consumer confusion has been well documented in the literature, this investigation attempts to bridge our understanding on its relationship with consumer decision‐making styles. Empirical data was collected from a field survey where 400 consumers selected at 20 supermarkets in Mauritius were asked to respond to a questionnaire measuring three variables under study: consumer confusion, consumer decision‐making styles, and situational factors. Findings from the MANOVA parametric test showed that there is a significant difference between consumer decision‐making styles and consumer confusion. Even when covariate situational factors were controlled through the parametric test MANCOVA, results still showed a significant difference between consumer decision‐making styles and consumer confusion. More specifically, ANCOVA tests showed that the findings were specifically significant for three types of confusion: product confusion, packaging confusion, and product complexity. The study tends to confirm that a consumer's style of decision making does impact on consumer confusion.     

Comparing the generalizability of online and mail surveys in cross-national service quality research

To compare the generalizability of online and mail surveys in a cross-national service quality study, the authors use G-theory and find a comparable level of generalizability, though online surveys benefited from considerably lower costs. This article contributes to the current comparison of the response quality between online and mail surveys. Furthermore, the authors illustrate how G-theory can be used to compare online and mail surveys and take data collection costs into account. Important implications include the process and results of comparing two survey modes and the effects for service research. Martin Wetzels now also works at Maastricht University     

Reliability and validity effects under mail survey conditions

In searching for means to reduce error in mail surveys researchers have focused largely on one component of total survey error—sampling error; means have been sought for its reduction by increasing mail survey response rates. The second component of total survey error, nonsampling error (e.g., response bias), has received relatively little attention. This study focuses on the second type of survey error through the development of indices of retest reliability and covergent validity. These indices were applied in a field experiment involving manipulations of survey administration conditions previously linked to response rate effects. The results indicate that in addition to influencing response rates, survey sponsorship, cover letter message, question order, and notification method can substantially affect the retest reliability and covergent validity of data obtained from mail questionnaires.     

The application of micro‐modelling to predicting total market mix potential

In this paper, following a review of the historical development of research methods for predicting volume sales and brand shares of new products, a new model (MicroTest) is described which uses information gathered in a concept/product test for volume prediction. The model makes use of brand‐related parameters (such as advertising and distribution), attitudinal predispositions (e.g. “experimentalism"), and circumstantial factors as input to the model, and these are described, together with the method of integrating these for predicting at the individual respondent level. Individual results are then accumulated across a sample of individuals, and grossed up to provide national sales estimates.

The paper describes the various development stages undergone in the construction of the model, and the techniques used to assist this process. In particular, the way in which Artificial Intelligence techniques such as “rule induction” was used is discussed. Finally, the paper discusses the way in which the basic model may be extended, and some recent work which used the model to generate a measure of cumulative penetration.     

Conflict,Participative Decision‐Making,and Generational Ownership Dispersion: A Multilevel Analysis*

This study examines how participative decision‐making and generational ownership dispersion affect conflict in a sample of privately held U.S. family firms. Our study utilizes a hierarchical linear model approach to investigate “cross‐level” effects between variables from different levels of analysis. Participative decision‐making among family members was found to be associated with cognitive and relationship conflict. Furthermore, the relationship between participative decision‐making and conflict as individual‐level variables was moderated by generational ownership dispersion, a firm‐level variable. When ownership was dispersed through multiple generations, participative decision‐making was found to be positively related to cognitive and relationship conflict; however, in one‐ and two‐generation ownership firms participative decision‐making was found to be negatively related to cognitive and relationship conflict.     

Consumer socialization,social structural factors and decision‐making styles: a case study of adolescents in Malaysia

The purpose of this study is to investigate how the process of consumer socialization will determine adolescents’ decision‐making styles. Eight decision‐making styles were conceptualized as outcomes of the socialization process, which is acquired via interaction with socialization agents, namely parents, peers, printed media, television commercials and in‐school education. The study also proposed five social structural variables (social class, gender, ethnicity, residence and religion) as being associated with the socialization agents and decision‐making styles. The study sample consisted of 934 adolescents between the ages of 16 and 19 years. The data were collected using a self‐administered questionnaire and analysed with the SPSS computer program. As a result of regression analyses, significant relationships were found between social structural factors and socialization processes, suggesting that the influence of socialization agents on adolescents may vary according to certain demographic characteristics. Significant relationships were also found between social structural factors and socialization processes. Peers appeared to be the most important agents of consumer socialization, contributing to a variety of desirable as well as undesirable consumer decision styles. Printed media and television commercials were also found to be significant sources of the acquisition of both desirable and undesirable decision‐making styles. Parents and in‐school education, however, were insignificant in the acquisition of any decision‐making styles among adolescents. Information obtained from this study could be useful to government agencies and consumer educators. The most revealing finding of this study is that parents did not contribute to the formulation of decision‐making orientation for adolescents. This points to the need for consumer educators to take steps in designing programmes that will involve parents as primary socialization agents at home; this may be facilitated via printed materials. Apart from this, the information can also be helpful in enabling marketers to be more effective in targeting various adolescent markets by formulating marketing strategies according to demographic factors, socialization process and decision‐making styles.     

Bias in consumer panel and store audit data

Sample survey data such as consumer panel data and store audit data may deviate remarkably from each other and from internal secondary data. These deviations are called data biases. In this study we use information regarding some brands of a fast moving nondurable consumer good to show that the data bias may lead to a large bias in parameter estimation, implying wrong indications for the use of marketing decision variables.A formal analysis explaining the coverage factor - measuring data bias - by a number of exogeneous variables can lead to a reduction in the case of consumer panel data.A similar reduction of the data bias in store audit data can be reached through the use of a reweighing procedure.