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 This was done primarily to improve the accuracy of the coding; it also helped to identify unpublished research and to supply missing information.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