000150810 001__ 150810 000150810 005__ 20251017144653.0 000150810 0247_ $$2doi$$a10.1108/SJME-04-2020-0060 000150810 0248_ $$2sideral$$a142853 000150810 037__ $$aART-2020-142853 000150810 041__ $$aeng 000150810 100__ $$0(orcid)0000-0002-1456-4726$$aGuinalíu, Miguel$$uUniversidad de Zaragoza 000150810 245__ $$aCombining sources of information to increase survey response rates 000150810 260__ $$c2020 000150810 5060_ $$aAccess copy available to the general public$$fUnrestricted 000150810 5203_ $$aPurpose The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study. Design/methodology/approach This paper conducted an analysis of a real case using descriptive statistical and regression techniques. Findings The present study proposes the use of the so-called “sequential mixed-modes” in survey-based market research. This technique is based on the successive application of different information collection techniques (face-to-face, telephone and internet-based surveys); it offers four fundamental advantages: increased coverage rate; higher response rate; lower costs; and greater cooperation. Research limitations/implications In addition to the normal limitations associated with conclusions derived from case studies, the data collection was carried out in only one autonomous community (Spain) and focussed only on one theme. Practical implications Firstly, it was found that data collection through mixed sequential modes substantially increases response rates in online surveys. This is particularly important as, in recent years, data collection through the internet has become almost standard market research practice. Secondly, the sample that resulted from the joint use of the three data collection modes more accurately reflected the distinctive features of the universe under study. A third recommendation is that the use of internet-based self-administered surveys is especially promising with individuals with a higher level of education and among students. Originality/value The decrease in the response rate is one of the greatest challenges of survey-based market research, given its impact on sample representativeness. This paper addresses this problem and exposes the advantages of the sequential use of mixed modes in the collection of information. 000150810 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttps://creativecommons.org/licenses/by/4.0/deed.es 000150810 592__ $$a0.796$$b2020 000150810 593__ $$aMarketing$$c2020$$dQ2 000150810 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000150810 700__ $$aDíaz de Rada, Vidal 000150810 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000150810 773__ $$g25, 1 (2020), 29-45$$pSpan. j. mark.-ESIC$$tSpanish Journal of Marketing - ESIC$$x2444-9695 000150810 8564_ $$s706227$$uhttps://zaguan.unizar.es/record/150810/files/texto_completo.pdf$$yVersión publicada 000150810 8564_ $$s1725396$$uhttps://zaguan.unizar.es/record/150810/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000150810 909CO $$ooai:zaguan.unizar.es:150810$$particulos$$pdriver 000150810 951__ $$a2025-10-17-14:37:17 000150810 980__ $$aARTICLE