文章基本信息

标题：The Effects of a Photograph on Mail Survey Response.
本地全文：下载
作者：Curt J Dommeyer ; Laura A Ruggiero.
期刊名称：Marketing Bulletin
电子版ISSN：1176-645X
出版年度：1996
卷号：7
页码：51-57
出版社：Massey University
摘要：This study examined the effects that a photograph of a physically attractive researcher on the cover letter had on responses to a mail survey (response rate, response speed, item omission and sample bias). The results to this experiment indicate that the photograph of a physically attractive researcher can dramatically increase a mail survey's response rate without creating a biased sample. The photograph, however, did not reduce the item omission rate and it hindered the speed of response. A partial explanation of why it failed in these latter areas comes from a re-examination of the cover letter. Although the cover letter stresses the importance of a reply, it does not state that a quick or complete response would be appreciated. Consequently, the survey subjects may not have understood that quick and complete responses were forms of helpful behaviour. Since returning the questionnaire was the only form of helpful behaviour stressed in the cover letter, it was the only area in which the treatment group should be expected to outperform the control group
关键词：mail survey; response rates; cover letter; photograph