An empirical test of product sampling and couponing

Article Abstract:

The combined use of product samples and coupons promotes product trial more effectively than when these are used individually. This was gleaned from an assessment of the efficacy of mail-drop product samples and coupons in promoting trial behavior among non-users of three products. Results also revealed that coupons used separately are not successful in encouraging trial. It was also suggested that the number of samples actually delivered should be the basis in calculating trial rates for product sampling. An estimate of delayed trial must also be included while current users must be exempted.

Other Services Related to Advertising, Couponing Services, Coupon services, Sales promotions, Samples (Merchandising), Samples (Products), Coupons (Retail), Discount coupons

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The effect of appeal, complexity and tone in a mail survey covering letter

Article Abstract:

The effect of covering letters on the effectiveness of mail survey forms to get adequate response was investigated. Various covering letter elements, such as wording, tone and graphics, were used in the investigation. Results indicate that cover letters which ask the people for help rather than offering them a chance to express their views were able to attract 5% more respondents than other cover letters. It was also found that letters with altruistic appeal and tone were able to attract more respondents than those with egoistic appeal.

Survey response rates, Questionnaires, Cover letters

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The tea bag experiment: more evidence on incentives in mail surveys

Article Abstract:

A study was conducted to evaluate the influence of a tea bag and a $1 coin as incentives or rewards for completing mail surveys for the general public. The study was carried out using the 1997 International Social Survey Program survey of the Massey University's Dept of Marketing. Unlike the $1 coin, the tea bag had no influence on the response rate. Results indicated that the cost-effectiveness of prepaid monetary incentives correlated with various costs associated with postage, questionnaire, labor, and stationery.

Market Research, Research, Marketing research, Incentive (Psychology)

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