Survey return rate as a function of personalization of cover letters and monetary incentives
Abstract
Many studies have been conducted in an attempt to increase the return rate of mail surveys. A variety of techniques have been used, including varying the type of cover letter, varying styles of postage, and sending follow-up letters (Dodd & Boswell, 1988; Elkind, Tryon, & DeVito, 1986; Kephart & Bressler, 1958). Most techniques have had no consistent effect on the rate of return. The only studies which have conclusively raised the return rates of mail surveys are those which included a monetary incentive (Armstrong, 1975; Wortruba, 1966). The following study attempted to increase survey return rates through the use of personalization of survey cover letters and monetary incentives. Five hundred twenty-two surveys were sent to Psychology graduates from a medium-sized university to gain information on their opinions about the undergraduate Psychology program. Although personalization of cover letters did not affect the return rate, including a monetary incentive did. The group receiving no money had a return rate of 23%, those receiving 25 cents had a return rate of 32%, and the group that received $1.00 had a return rate of 47%. The increased return rates were statistically significant, with 25 cents bringing more returns than no money, and $1.00 encouraging returns more than 25 cents. Because of the high costs of including a monetary incentive, it can be determined that the cost effectiveness depends on the desired rate of survey returns.
Notes
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Graduation Date
1990
Semester
Fall
Advisor
Abbott, David W.
Degree
Master of Science (M.S.)
College
College of Arts and Sciences
Department
Psychology
Format
Pages
42 p.
Language
English
Length of Campus-only Access
None
Access Status
Masters Thesis (Open Access)
Identifier
DP0027755
Subjects
Arts and Sciences -- Dissertations, Academic; Dissertations, Academic -- Arts and Sciences
STARS Citation
Williams, Andrea Y., "Survey return rate as a function of personalization of cover letters and monetary incentives" (1990). Retrospective Theses and Dissertations. 4095.
https://stars.library.ucf.edu/rtd/4095
Accessibility Status
Searchable text