How to Get More for Your Money in Mail Surveys

States that the question of whether or not personalization increases or decreases the response rates of mail surveys has not been adequately answered in marketing literature. Describes a study which found that different postage treatments when combined with different levels of cover letter personali...

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Bibliographic Details
Published in:The Journal of services marketing 1990-01, Vol.4 (1), p.41-47
Main Authors: Clark, Gary L, Kaminski, Peter F
Format: Article
Language:English
Subjects:
Mailing
Mailings
Marketing
Polls & surveys
Questionnaires
Response rates
Statistical analysis
Studies
Surveys
Online Access:Get full text
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Summary:States that the question of whether or not personalization increases or decreases the response rates of mail surveys has not been adequately answered in marketing literature. Describes a study which found that different postage treatments when combined with different levels of cover letter personalization resulted in a significant difference in response rates to mail questionnaires. Includes a cost benefit analysis of the effectiveness of this increased personalization.
ISSN:0887-6045
2054-1651
DOI:10.1108/EUM0000000002503