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    The influence of topic involvement on mail-survey response behavior

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    Publication type
    Vlerick strategic journal article
    Author
    Van Kenhove, Patrick
    Wijnen, Katrien
    De Wulf, Kristof
    Publication Year
    2002
    Journal
    Psychology & Marketing
    Publication Volume
    19
    Publication Issue
    3
    Publication Begin page
    293
    Publication End page
    301
    
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    Abstract
    In this study the influence of topic involvement on mail-survey response rate and speed was experimentally investigated. The results show that response rates for topics that are generally considered as high involvement were higher than for topics that are generally considered as low involvement. However, the speed of response did not differ between the two levels of topic involvement. Moreover, in terms of response rates an interesting interaction effect was observed: For the high-involvement topic, the response rate showed a further positive and significant correlation with the within-topic level of involvement, but this was not the case for the low-involvement topic. The implications of these findings to nonresponse bias in mail survey research are discussed.
    Keyword
    Customer Satisfaction
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/780
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