Industrial mail surveys: techniques for inducing response

Abstract

A literature review of techniques for raising response rates to industrial mail surveys identified six tried and tested methods. Experimental evidence shows considerable support for a prior telephone call, pre‐paid monetary incentives, non‐monetary gifts (such as a pen), using stamps on return envelopes, granting anonymity to respondents and following up the initial mailing with a second covering letter and questionnaire. Gives indications of the likely rise in response rates. By examining the available evidence, users of industrial mail surveys can decide more confidently on their research strategy.

Citation

Jobber, D. and O’Reilly, D. (1996), "Industrial mail surveys: techniques for inducing response", Marketing Intelligence & Planning, Vol. 14 No. 1, pp. 29-34. https://doi.org/10.1108/02634509610106214