Return Postage in Mail Surveys: A Meta Analysis

Armstrong, J. Scott and Lusk, Edward J. (1987): Return Postage in Mail Surveys: A Meta Analysis. Published in: Public Opinion Quarterly No. 51 (1987): pp. 233-248.

Abstract

This paper describes a five-step procedure for meta-analysis. Especially important was the contacting of authors of prior papers. This was done primarily to improve the accuracy of the coding; it also helped to identify unpublished research and to supply missing information. Application of the five-step procedure to the issue of return postage in mail surveys yielded significantly more papers and produced more definitive conclusions than those derived from traditional reviews. This meta-analysis indicated that business reply postage is seldom costeffective because first class postage yields an additional 9% return. Business reply rates were lower than for other first class postage in each of the 20 comparisons.

• Item Type: MPRA Paper
• Language: English
• Keywords: surveys, mail surveys, market research, marketing
• Subjects: C - Mathematical and Quantitative Methods > C8 - Data Collection and Data Estimation Methodology ; Computer Programs > C83 - Survey Methods ; Sampling Methods; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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