| Abstract: | Typically the market research manager faced with implementing a multiple-wave mail survey has certain requirements in terms of response rate, quality, and representativeness. The existing research literature provides some excellent insights into the effects of certain Wave 1 response stimuli. Unfortunately, very little research has been conducted on post-Wave 1 stimuli, and no research has been done on multiple-wave managerial strategy. The authors have developed a prototypic managerial planning model for evaluating various mail survey strategies over multiple-response waves. Subject Areas: Marketing Management and Marketing Research. |
