Using Optical Mark Read Surveys: An Analysis of the Response Rate and Quality

Abstract

Get full access to this article

View all access options for this article.

References

Brighton

(1971) The use of optical mark readers in market research. Journal of the Market Research Society 13: 191–200.

Childers

T.L.

, & Skinner

S.J.

(1985) Theoretical and empirical issues in the identification of survey respondents. Journal of the Market Research Society 27: 39–53.

Childers

T.L.

, & Ferrell

O.L.

(1979) Response rates and perceived questionnaire length in mail surveys. Journal of Marketing Research XVI: 429–31.

Cox

E.P.

III , Anderson

W.T.

Jr. , & Fulcher

D.G.

(1974) Reappraising mail survey response rates. Journal of Marketing Research XI: 413–17.

Dillman

(1983). Mail and other self-administered questionnaires. In: Handbook of Survey Research (eds Rossi

Wright

, & Anderson ) pp. 359–78. New York: Academic Press.

Fox

R.J.

, Crask

M.R.

, & Kim

(1988) Mail survey response rate; a meta-analysis of selected techniques for inducing response. Public Opinion Quarterly 52: 467–91.

Fredberg

(1993) Scanning questionnaires efficiently. Marketing Research 5: 38–42.

Gullahorn

, & Gullahorn

(1963) An investigation of the effects of three factors on response to mail questionnaires. Public Opinion Quarterly 27: 294–6.

Hawkins

D.I.

, Coney

K.A.

, & Jackson

D.W.

Jr. (1988) The impact of monetary inducement on uniformed response error. Journal of the Academy of Marketing Science 16: 30–5.

10.

Hubbard

, & Little

E.L.

(1988) Cash prizes and mail survey response rates: a threshold analysis. Journal of the Academy of Marketing Science 16: 42–4.

11.

James

J.M.

, & Bolstein

(1992) Large monetary incentives and their effect on mail survey response rates. Public Opinion Quarterly 56: 442–53.

12.

Jobber

, & Sanderson

(1983) The effects of a prior letter and coloured questionnaire paper on mail survey response rates. Journal of the Market Research Society 25: 339–49.

13.

Jones

W.H.

, & Lang

J.R.

(1980) Sample composition bias and response bias in a mail survey: a comparison of inducement methods. Journal of Marketing Research 17: 69–76.

14.

Kanuk

, & Berenson

(1975) Mail surveys and response rates: a literature review. Journal of Marketing Research XII: 440–53.

15.

Leabo

D. A.

(1972). Basic Statistics. Homewood, Illinois: Richard D. Irwin Inc.

16.

Lorenzi

, Friedmann

, & Paolillo

J.G.P.

(1988) Consumer mail survey responses: more (unbiased) band for the buck. Journal of Consumer Marketing 5: 31–40.

17.

Matteson

M. T.

(1974). Type of transmittal letter and questionnaire color as two variables influencing response rates in a mail survey. Journal of Applied Psychology 59, 535–6.

18.

Nederhof

A. J.

(1983) The effects of material incentives in mail surveys: two studies. Public Opinion Quarterly 47: 03–111.

19.

Peterson

R. A.

(1975) An experimental investigation of mail survey responses. Journal of Business Research 3: 199–209.

20.

Scott

(1961) Research on mail surveys. Journal of the Royal Statistical Society, Series A, 124, Part 2: 143–91.

21.

Siegel

(1956). Nonparametric Statistics for the Behavioral Sciences. New York: McGraw-Hill Book Company.

22.

, & Cooper

(1983) A quantitative review of research design effects on response rates to questionnaires. Journal of Marketing Research XX: 36–44.

23.

Watson

J. J.

(1965) Improving the response rate in mail research. Journal of Advertising Research 5: 45–50.

24.

Whitmore

W. J.

(1976) Mail survey premiums and response bias. Journal of Marketing Research XIII: 46–50.