Abstract
This experimental research investigates the effect of two kinds of incentive (monetary and nonmonetary) and three kinds of follow‐up techniques on the rate, quality and cost of response of a mail survey to retailers in Kuwait. A cost‐ benefit analysis approach was used to evaluate 12 experimental groups.
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Nagy, ES.A. (2015). A Cost-Benefit Analysis of a Mail Survey of Retailers in Kuwait. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_94
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DOI: https://doi.org/10.1007/978-3-319-17052-7_94
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
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