Abstract
There is an erroneously held view that postal surveys cannot
achieve sufficient response rates to overcome non‐response bias and are
best suited when budgets are limited. This article reviews the
increasing number of published studies which show that, with planning,
high response rates can be achieved. It reports on a survey of members
of the Postal Research Special Interest Group (formed under the auspices
of the Market Research Society). Current postal research practice is
highlighted and inferences drawn about the mechanics associated with
high response rates.
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5 articles.
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