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| Author: | Faria, A. J. Dickinson, R. Filipic, T. V. |
| Title: | The effect of telephone versus letter prenotification on mail survey response rate, speed, quality and cost |
| Journal: | Journal of the Market Research Society
1990 : OCT, VOL. 32:4, p. 551-568 |
| Index terms: | MAIL SURVEYS RESPONSE RATE SALES METHODS TELEPHONE SELLING |
| Language: | eng |
| Abstract: | Advantages of mail survey as data gathering method are summarized, past research on response rates is reviewed. It is hypothesized that response rate, speed and quality of response will be increased by prenotification. Survey was conducted the results of which are presented. Results suggest that an advance letter can significantly increase mail response rates, but has no appreciable effect on response speed and quality. Prenotification by telephone has limited impact on mail survey responses. The most cost effective approach is no precontact situation. |
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