The Use of Program Mailit in the Teaching of Mail Survey Response Rate Problems and Strategies

Authors

  • Alvin C. Burns

Abstract

The nonresponse problem associated with mail questionnaire surveys is perhaps their significant shortcoming. Virtually every marketing textbook dwells on this characteristic. Wentz (1972), for example, states that the common return rate is 5-to-10 percent. Students find this attribute disconcerting, particularly when they are brought to realize that the resultant sample suffers from self-selection bias. Several texts suggest ways ~n which the response rate may be increased; the following are representative. Green and Tull (1975) mention that preliminary contacts, cover letters, and monetary inducements are positive influences. Zaltman and Burger (1975) note these three factors while including follow-up contacts, personal delivery and pickup, and self-addressed, stamped envelope. Luck, Wales and Taylor (197k) discuss the use of personalized cover letters and postagepaid return mail. Boyd and Westfall (1972) mention several factors which have been reported to affect the response rate.

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Published

1976-03-13