A Case of Response Rate Success
Sophie K. TurleyNottingham Business School, The Nottingham Trent University
Introduction
According to Dillman (1978), opening, reading and responding to unsolicited mail is an instance of social exchange. Response to postal surveys is deemed to be a function of the ratio between the perceived costs of responding and the rewards one expects the other party to provide as a result. Therefore, in order to maximise survey response, there is a need to minimise the costs of responding, maximise the rewards for doing so, and establish trust that those rewards will be delivered...