MAIL RESPONSE RATES FROM DISTRIBUTORS

被引：7

作者：

CHAWLA, SK ^{[1
]}

BALAKRISHNAN, PVS ^{[1
]}

SMITH, MF ^{[1
]}

机构：

[1] CALIF STATE UNIV SAN BERNARDINO,DEPT MKT,5500 UNIV PKWY,SAN BERNARDINO,CA 92407

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1992年 / 21卷 / 04期

关键词：

D O I：

10.1016/0019-8501(92)90039-V

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

To forecast demand for a new product, information was sought from a national sample of 600 medical equipment dealers by means of a mail survey. The critical managerial question for this research was whether a new product inventor wishing to obtain information from the sample should employ a university sponsor, offer monetary incentives, or go it alone. The results indicate that monetary incentives and university sponsorship are effective ways to obtain information.

引用

页码：307 / 310

页数：4

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