The effects of source credibility and message variation on mail survey response behaviour

Stavros P. Kalafatis, Debra Riley, Markos H. Tsogas and Jimmy Clodine-Florent

Grounded on persuasive communications theory, the impact of source credibility and message variation on response behaviour towards a mail survey on a sample of the general public are examined.

The effects of source credibility and message variation on mail survey response behaviour

Stavros P. Kalafatis and Debra Riley

Kingston Business School

Markos H. Tsogas

University of Piraeus

Jimmy Clodine-Florent

Tivoly Group

Introduction

Maximisation of response rate and completeness of replies are two key concerns associated with survey-based studies. Consequently the literature evidences considerable research designed to test the impact of a wide array of methods, techniques and approaches on survey response behaviour (see, among others, reviews by Scott 1961; Kanuk & Berenson 1975; Linsky 1975; Yu & Cooper 1983; Harvey 1987; Yammarino et al.1991). Irrespective of...

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