Ethics in practice: using compliance techniques to boost telephone response rates

Survey researchers face declining response rates, due to lower contactability and more selective cooperation by potential respondents.

Ethics in practice: using compliance techniques to boost telephone response rates

David H.B. Bednall, Stewart Adam and Katrine Plocinski

Deakin University

Introduction

Marketing research (MR) depends on the cooperation of respondents. Unfortunately non-cooperation is a major and growing problem for researchers (Curtin et al.2005), especially those who operate commercially (CMOR 2003). In university studies, where cooperation is comparatively high, the lowering of response rates may not yet cause a major problem with representativeness, even with limited callbacks (Gendall & David 1993). However, in the commercial research settings studied in this paper, only a minority...

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