Melvin R. Crask

MAIL SURVEY RESPONSE RATE A META-ANALYSIS OF SELECTED TECHNIQUES FOR INDUCING RESPONSE

This article reports the results of a meta-analysis of experimental studies which have examined ten different factors felt to influence response rates to mail surveys. The form of meta- analysis used clearly defines the individual impact of each of the factors examined. Results indicate that prenotification and follow-ups increase the response rate, as does the type of outgo- ing postage used. Furthermore, studies sponsored by a university receive greater returns. Increases in the size of the monetary incentive used appear to have decreasing marginal gains. Finally, some evidence exists to suggest that the color of the question- naire influences response rate. The extensive use of mail surveys coupled with the low response rates typically encountered has made the issue of mail survey response rate improvement an intriguing topic. High response rates have the obvi- ous benefits of increased sample size, reduced costs associated with follow-up contacts, and reduced concern over nonresponse bias. Many experiments have been conducted to measure the effectiveness of one or more of the factors expected to influence response rates. The purpose of this paper is to apply a form of meta-analysis to reported experimental findings to isolate and estimate the individual impact of several typical response rate enhancement techniques. The meta-analysis technique used avoids the problems associated with past similar efforts but is more restrictive in the factors which can be exam-

Typology of Main Message Strategies for Television Commercials

Abstract A number of classification schemes have been developed to aid researchers, practitioners, and educators in identifying various types of message strategies employed in the advertising of consumer goods. These classification schemes range from simple dichotomies to very elaborate typologies. None of these classification schemes was found to be useful when we tried to categorize commercials for a research project relating to advertising effectiveness. Difficulties encountered when attempting to use the existing classification schemes led to the development of a new typology which seems to meet the criteria for a “good” classification scheme. This article discusses the weaknesses found in the existing schemes, describes this new typology, and provides the results of an empirical test of its classification ability.

Protection motivation theory: An extension of fear appeals theory in communication

Abstract Protection motivation (PM) theory concerns how individuals process threats and select responses to cope with the danger brought about by those threats. Fear appeals, one type of communication involving a threat, have been studied in marketing. But PM theory suggests adding coping response information to fear appeals, which effectively influences adoption of appropriate coping behaviors. This article reports the results of tests of several aspects of PM theory in a marketing context. The results indicate that traditional threat-oriented fear appeals are less effective than appeals that also contain information concerning the coping response.

Market Valuation Models of the Effect of Advertising and Promotional Spending: A Review and Meta-Analysis

A narrative review is presented, within the organizing framework of a meta-analysis, of econometric models reported in the business literature that estimate the effect of advertising and promotional spending on the market value of the firm. Results from published market valuation models are aggregated, and various model specifications are appraised. In brief the meta-analysis finds support for a positive relationship between levels of advertising and promotional spending and the market value of the firm. That is, marketing activities (represented here by observed advertising and promotions spending) are generally expected to deliver future cashflows and produce increases in shareholder wealth. The review seeks to enhance understanding among the community of marketing scholars of the properties of market valuation models published in the literature and serves as a springboard for ongoing investigation of a crucial question for marketing theory and practice.

Hidden Cost of Federal Energy Legislation

President Carters energy iniatives have aroused the interest of business, but the impact of federal energy legislation on costs has been largely ignored by them. The limitations of the legislation and its effect on the cost of manufacturing, marketing and distribution, accounting, reporting, and capital expenditure are discussed.

The Gatekeeper Appraiser's Role in an Era of Higher Energy Prices*

This article discusses the notion of gatekeeper, or opinion leader, appraisers. Because these appraisers are instrumental in disseminating information to other appraisers they are very influential in shaping appraisal practices. A sample of 763 appraisers is used to identify these gatekeepers and to examine their appraisal practices relative to other appraisers. Differences are noted between opinion leaders and non-opinion leaders in the importance attached to and in the use of energy conservation components of real property in appraisals. Copyright American Real Estate and Urban Economics Association.