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- Title
The Negative Effects of Personalization on Response Patterns in Mail Surveys.
- Authors
Houston, Michael J.; Jefferson, Robert W.
- Abstract
This article has reported a study that analyzed the effects of two factors on response patterns in a mail survey of a specific type of population (i.e., automobile buyers). The population was composed of individuals whose activities and decisions were valuable sources of consumer behavior information, as well as potential targets for sales agents. Major concern was focused upon the effect of a personalized approach to the mail survey. The main hypothesis was that personalization would have a negative effect on response patterns because the type of subjects investigated might feel that they were drawing individual attention and that their response would be subject to subsequent contact from a sales agent. To further indicate the severity of the effect, an analysis of the interaction of personalization with a known positive factor (i.e., a nonmonetary incentive) was also made. The results of this study provide further evidence of Andreasen's conclusions regarding the effects of personalization in mail surveys of populations subject to unsolicited sales efforts. Hopefully, by analyzing the interaction of personalization with a positive factor and broadening the scope of response patterns to.
- Subjects
MAIL surveys; MARKET surveys -- Design &; construction; CONSUMER attitude research; MONETARY incentives; QUESTIONNAIRE design; RESPONSE rates; CONSUMER behavior; MARKETING research; SURVEYS; MARKET segmentation; PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 1975, Vol 12, Issue 1, p114
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150671