Mail response rates from distributors

To forecast demand for a new product, information was sought from a national sample of 600 medical equipment dealers by means of a mail survey. The critical managerial question for this research was whether a new product inventor wishing to obtain information from the sample should employ a universi...

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Bibliographic Details
Published in:Industrial marketing management 1992-11, Vol.21 (4), p.307-310
Main Authors: Chawla, Sudhir K., Balakrishnan, P.V.(Sundar), Smith, Mary F.
Format: Article
Language:English
Subjects:
Demand analysis
Distributors
Effectiveness
Market surveys
Product development
Response rates
Statistical analysis
Studies
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Summary:To forecast demand for a new product, information was sought from a national sample of 600 medical equipment dealers by means of a mail survey. The critical managerial question for this research was whether a new product inventor wishing to obtain information from the sample should employ a university sponsor, offer monetary incentives, or go it alone. The results indicate that monetary incentives and university sponsorship are effective ways to obtain information.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(92)90039-V