“…Moreover, in the published studies, where more careful reporting of return rates is likely, response rates are even lower. Of the studies of consumer satisfaction reviewed for this article, 31 indicated return rates; of these 10 report return rates between 21% and 40%, 8 between 41% and 60%, 7 between 61% and 80%, and 6 between 81% and 100% (Ahmed & Koltuv, 1976;Balch, Ireland, Mc-Williams, & Lewis, 1977;Birnbaum & Suits, 1979;Burgoyne, Wolken, Staples, Kline, & Powers, 1977;Ciarlo & Reihman, 1977;Denner & Halprin, 1974a, 1974bEdwards, Yarvis, Mueller, & Langsley, 1978;Fiester & Fort, 1978;Frank, 1974;Getz, Fujita, & Allen, 1975;Gilligan & Wilderman, 1977;Glenn, 1978;Goyne & Ladoux, 1973;Hart & Bassett, 1975;Heineman & Yudin, 1974;Jansen & Aldrich, 1973;Justice & McBee, 1978;Kissel, 1974;Kline, Adrian, & Spevak, 1974;Koltuv et al, 1978;Landsberg, 1975;Love et al, 1979;Mayer & Rosenblatt, 1974;Noll & Block, 1979;Powell et al, 1971;Preston, Schoenfeld, & Adams, 1975;Reinhart & Cazavelan, 1975;Slem & Cotler, 1973;Snelling & Walker, 1978;Strupp, Fox, & Lessler, 1969;Woodward et al, 1978). High rates of return are virtually limited to captive samples in which responses are likely to be highly reactive (typical phone and mail surveys average 41 % and 46% responding, respectively).…”