A commercial mailing list of 212 CEOs at US catalog companies selling
electronic goods was purchased. Questionnaires were mailed to this group and
reminder cards sent after two weeks. A total of 81 surveys were returned, of
which ten had excessive missing values, yielding 71 usable surveys (33.5 per
cent).The respondent base represents a variety of electronics industry segments,
including computers, office equipment, household applicances, household audio,
household video, and communications equipment. The average annual sales
volume and average number of employees for respondent firms were $32.5
millionand160,respectively.