A method to improve response to industrial mail surveys |
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| Institution: | 1. Department of Marketing Management – ESADE-URL, Spain;2. Department of Information Systems Management – ESADE-URL, Spain;1. DTE-PCU-IPSE, V. Anguillarese 301, I-00123 Rome, Italy;2. SSPT-PROMAS-MATPRO, C.R. ENEA, V. Anguillarese 301, I-00123 Rome, Italy;1. Center for International Forestry Research (CIFOR), Indonesia;2. Institute for Sustainable Development and International Relations (IDDRI), 41 Rue du Four, 75006 Paris, France |
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| Abstract: | Mail surveys play a critically important role in industrial marketing research. This article reviews previous literature, presents a process model of the major elements involved in constructing industrial mail surveys, and overviews a comprehensive approach to mail survey design known as the Total Design Method (TDM). The TDM is relatively exhaustive and covers all facets of questionnaire design and implementation. The value of the TDM is illustrated by reviewing two industrial marketing studies that attempted to follow the TDM guidelines. The results of a cost-benefit analysis indicate the TDM can provide excellent value to industrial marketing researchers. |
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