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The Impact of Monetary Inducement on Uninformed Response Error

University of Oregon

Kenneth A. Coney

Arizona State University

Donald W. Jackson, JR

Arizona State University

Response quality (accuracy) is replacing response quantity (response rate and nonresponse error) as the major issue in survey research methodology. Using a survey of 500 members of the general public from four cities, the authors examine an important aspect of response quality: uninformed response error. By asking respondents to evaluate the past performance of a fictitious public agency, the authors examine the effect that using a monetary inducement to increase the response rate to a mail survey has on uninformed response error. In addition, the ability of a "Don't know" option to reduce uninformed response error is analyzed. The important impact that uniformed responses can have on response quality is documented.

Journal of the Academy of Marketing Science, Vol. 16, No. 2, 30-35 (1988)
DOI: 10.1177/009207038801600205


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