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The influence of topic involvement on mail survey response behavior
De Wulf, Kristof Van Kenhove, Patrick Wijnen, Katrien
De Wulf, Kristof
Van Kenhove, Patrick
Wijnen, Katrien
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Publication Type
Working paper
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Supervisor
Publication Year
2003
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Book
Publication Volume
Publication Issue
16
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Publication End page
Publication Number of pages
16
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Abstract
This study experimentally investigated the influence of topic involvement on mail survey response rate and speed. The results show that response rates were higher for topics that are generally considered as high involvement than for topics that are generally considered as low involvement. Moreover, we observed an interesting interaction effect. On the one hand, a positive and significant relationship existed between topic involvement and response rate for topics that on average are viewed as high involvement, leading to a non-response bias. On the other hand, no significant relationship was found between topic involvement and response rate for topics that on average are viewed as low involvement. Finally, we were not able to observe a relationship between topic involvement and response speed for topics that are, on average, either high or low involvement.
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Keywords
E-business