How can I maximise response rates?
Fundamental to achieving a good response rate is a good database, particularly in business to business markets, with up-to-date names and job titles. For postal surveys a reply-paid envelope is essential, and response will be boosted by a series of follow-up reminders and duplicate questionnaires. The key part of a postal questionnaire mailing is the introductory letter that accompanies the questionnaire, which should focus on the benefits to the respondent of completing the survey (in terms of improved service etc.). Other tactics that have been shown to have a significant impact on response rates are pre-notification (ideally by telephone although this is very expensive), design of the questionnaire (it should be attractive and above all it should look easy to complete) and the offer of a financial incentive for every respondent (not a prize draw). Other tactics tend to be expensive and much less cost-effective. The most cost-effective process while maximising response rates would be
