Marketing Papers

Document Type

Journal Article

Date of this Version

January 1990


In contrast to the conclusions from traditional reviews, meta-analysis shows that certain types of postage have an important effect on return rates to mail surveys. In particular, US business reply postage should not be used in survey research.


Postprint version. Published in Journal of the Market Research Society, Volume 32, 1990, pages 469-471.
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The author asserts his right to include this material in ScholarlyCommons@Penn.



Date Posted: 15 June 2007

This document has been peer reviewed.