Stimulating response to market surveys of business professionals

Article Abstract:

This study presents results of an investigation into the effects of monetary reward, survey sponsorship, and type of appeal on overall response rate and response completeness in surveys of business professionals. It is concluded that : (1) as in surveys of the general public, university sponsorship is more effective than commercial sponsorship, (2) a help-the-sponsor appeal is significantly more effective than other appeals under university sponsorship but significantly less effective under commercial sponsorship, and (3) monetary rewards enhance response rates when used in conjunction with ego or social utility appeals but disenhance response rates when used in conjunction with a help-the-sponsor appeal. Thus, important interactions among these three response-inducing techniques are found and discussed. Finally, it is concluded that these effects do not extend to response completeness. (Reprinted by permission of the publisher.)

Analysis, Marketing research, Market research, Incentives (Business), Market surveys

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Strategic decisions for American and European industrial marketers in a unified European market

Article Abstract:

A survey was conducted of executives of industrial firms headquartered in the United States and in Europe regarding the expected outcomes of the single European market (EC 92). A total of 102 respondents including chief executives and managers in a variety of industrial sectors responded to the survey. Surprisingly, few differences between U.S. and European executives were apparent. The majority of respondents expressed high levels of optimism regarding the potential effects of the single market. Some of the expected outcomes for industrial marketers include increased competitive activity, strong reliance on product quality, increased market segmentation and product differentiation, more standardized products, more equalized prices, and more efficient distribution. (Reprinted by permission of the publisher.)

Economic aspects, European Union, Business-to-business market, Business to business market, Single European market, European Community

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Likelihood of participating in mail survey research: business respondents' perspectives

Article Abstract:

Research presented concerns the factors that influence a business executive's decision to participate in a mail survey. Factors considered include length of questions, postage-paid response envelopes, prenotification and follow-up, and the study also suggests ways for researchers to phrase questions to elicit informative responses.

United States, Statistical Data Included, Methods, Mail surveys, Survey response rates

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