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Start Over Author "H. Robert Dodge" Publisher springer international publishing
2 results on '"H. Robert Dodge"'

1. The Impact of Color on the Response Rates for Mail Questionnaires

Author

Sam Fullerton and H. Robert Dodge

Subjects
Response rate (survey), Market research, business.industry, Mail survey, Advertising, Mail questionnaire, Psychology, Response bias, business, health care economics and organizations
Abstract

The response to mail questionnaires is of vital concern to researchers in all disciplines, yet no sure way has been uncovered to increase it without diminishing significantly the associated cost advantages. This paper presents an empirical investigation of the use of color and the resulting effects on response rate and response bias.

Published
2015
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2. Innovations and Industrial Marketing Strategy

Author

H. Robert Dodge

Subjects
Strategic planning, Marketing management, Digital marketing, business.industry, Business marketing, Business, Profit impact of marketing strategy, Dimension (data warehouse), Marketing, Marketing mix, Marketing strategy, Industrial organization
Abstract

The need to innovate is both obvious and necessary to accommodate the changes needed by our economic and social systems. Innovation demands risk-taking and in-turn effective strategic planning. Three dimensions would seem useful in developing a frame of reference for planning. These are the ratio of change and the component structure of the usage gap for the type of innovation that can be superimposed on the third dimension — a consumer-industrial dichotomy.

Published
2014
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