Questionnaire Colour and Mail Survey Response Rate
Francis Buttle Cranfield University andGavin Thomas Manchester Business School
INTRODUCTION
Improving mail survey response rates, reducing item omission, promoting rapid response and reducing response bias have long been concerns for marketing researchers. A very large number of variables have been tested for impact on levels of response (references to summary literature reviews are available from the first-named author). Reference was made to the impact of colour on questionnaire response rates as early as 1929. Reed (1929, p.142) wrote:
One of the first considerations [to obtain a high...