Ethics in practice: using compliance techniques to boost telephone response rates
David H.B. Bednall, Stewart Adam and Katrine Plocinski
Deakin University
IntroductionMarketing 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...