A study involving 2,416 randomly selected magazine readers indicated that response rates to mail questionnaires were significantly increased by the use of 25¢ premiums, but not by the use of a free-book premium or a free-book reward for responding. Response rates over time showed a very significant linear trend with an additional smaller cubic component. A complex significant (cubic) relationship between speed of response and favorability of expressed opinions reinforced conclusions that the broadest spectrum of opinions is obtained best by maximizing response rates.
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