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Absolutely, Positively Hearing the Voice of the Customer: Exploring Overnight Delivery in Survey Research

  • Published:
Journal of Market-Focused Management

Abstract

Recently, marketers have increased their research budgets and used many methods to capture the “voice of the customer”. Yet surveys, which are used regularly in marketing research, are still tainted by nonresponse rates despite efforts to reduce them. We study overnight delivery (OD) as a survey method for reducing nonresponse. Precontact, a commonly used survey practice, is also considered. Three primary results emerge: (1) overall, OD increases response rates, but increases response times; (2) similarly, precontact increases response rates, although it generates increased response times; and (3) OD combined with precontact provides the greatest rate of response.

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Authors and Affiliations

  1. Washington State University, Pullman, WA, 99164-4730

    Steven N. Silverman (Assistant Professor of Marketing)

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  1. Steven N. Silverman
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Silverman, S.N. Absolutely, Positively Hearing the Voice of the Customer: Exploring Overnight Delivery in Survey Research. Journal of Market-Focused Management 4, 143–159 (1999). https://doi.org/10.1023/A:1009895732670

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  • DOI: https://doi.org/10.1023/A:1009895732670

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