Return Postage in Mail Surveys: A Meta Analysis

Public Opinion Quarterly, Vol. 51, pp. 233-248, 1987

11 Pages Posted: 14 Feb 2005 Last revised: 8 Jul 2012

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Edward J. Lusk

University of Pennsylvania - Statistics Department

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 This was done primarily to improve the accuracy of the coding; it also helped to identify unpublished research and to supply missing information.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.

Keywords: Mail surveys, marketing research, coding, analysis

Suggested Citation

Armstrong, J. Scott and Lusk, Edward J., Return Postage in Mail Surveys: A Meta Analysis. Public Opinion Quarterly, Vol. 51, pp. 233-248, 1987. Available at SSRN: https://ssrn.com/abstract=667041

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Edward J. Lusk

University of Pennsylvania - Statistics Department ( email )

Wharton School
Philadelphia, PA 19104
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
34
Abstract Views
867
PlumX Metrics