Does The Role Of Students Used In Client-Sponsored Marketing Research Class Projects Affect Mail Response Rates?
by Charles Comegys About half of the colleges/universities in the U.S. that have marketing majors offer client-sponsored courses, and of those, two-thirds offer two or more courses and one-third have five or more projects per class. Of the institutions that offer client-sponsored marketing courses, the most popular offering is marketing research courses. Although a considerable amount of research has addressed the impact of various factors on mail response rate, virtually none has considered the impact of student involvement on response rates in mail surveys. The results of this experimental study show that cover letters to survey instruments that clearly indicate that they are student research projects have lower response rates than identical instruments sent by a client company executive. 72 Instruction, Skepticism, And Accounting Students Ability To Detect Frauds In Auditing by Freddie Choo and Kim Tan We conducted an experiment to address two research questions: (1) Would extensive
