Non-Response Error within Internet Surveys: A Cautionary Note

The use of the internet as a method to conduct survey research has expanded rapidly over the past decade. High speeds of response and lower expenses have driven this rapid growth. Relatively low response rates, however, suggest online surveys may be compromised by high levels of non-sampling error. This paper examines a major component of non-sampling error and the consequences that may be associated with internet survey non-response. Known population parameters are compared to point estimates from a census as well as a random sample of non-respondents in order to provide insight on the magnitude and direction of nonresponse error. Issue salience and response latency are found to exhibit a significant relationship to self-selection and response valance biases. Specifically, lower rates of nonresponse were obtained from respondents who perceived the topic of the survey as more important and patterns of response were more favorable among initial study participants

Friendly-Contention Ads Using Multiple Endorsers: Assessing Source Effects On Attribute Perceptions And Brand Attitudes

Our study is a preliminary investigation of multiple-source friendly-contention ads in which various endorsers argue about the brand's main benefit(s).  The results demonstrate that such an ad convinced viewers that originally seemingly inconsistent attributes and benefits could both be found in the advertised brand.  Further, the tested advertising format produced more favorable brand attitudes than did an equivalently informative single-source ad version.  The argumentative ad appears entirely appropriate in industries where a company wishes to target heavy product users

Toward Increasing Fund-Raising Efficiency: An Exploratory Study Of Use Of The Referral Method By A Non-Profit Organization

Obtaining sales prospects from customer referrals is a frequently cited means of improving selling time efficiency.  This paper examines the utility to a non-profit organization of similarly using referrals in fund-raising efforts.  Referrals were found to be more likely to donate than previous non-donors, and were just as likely to contribute as former donors.  However, contrary to generally accepted “wisdom,” current non-donors and donors were equivalently likely to provide referrals.  Further-more, those form either source were found to be equally productive leads.  Theoretical explanations are discussed

The Directional Influence Of Music Backgrounds In Television Advertising

Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed