Mail Surveys
Mail Surveys Outline
This is probably one of the oldest methods of market research and is still in use today, although at a much lower rate than was seen before the advent of the web. Mail surveys are often used for simple quantitative tasks - tasks that require only a box be checked. Mail surveys that expect the respondent to write out a lengthy explanation (essentially trying to do qualitative research) describing their feelings on a certain topic get much lower response rates.
Mail Surveys Pros
- Mail surveys are popular with researchers is that the can gather a great deal of information at a relatively low cost.
- Because there is no relationship between the interviewer and the respondent (they never even see or speak to each other) most people have few qualms about sharing personal information such as preferences, personal habits and feelings on a topic.
Mail Surveys Cons
- In most demographics the response rates for mail surveys is on the decline with two basic exceptions: the elderly respondents and when the survey is on something that the respondent feels strongly about.
- In comparison to other methodologies, mail can be a very slow way to conduct research because you have mailing two directions and then the time that the letter sits on the coffee table until the respondent has the time to fill it out. In general the majority of mail surveys, that are going to be returned, are back in within 3 or 4 weeks. Although there are always laggards which can be included in the analysis later, or can simply be discarded.
Mail Surveys Timing
It usually takes two weeks or so to put together a strong, logical mail survey and once the surveys are dropped in the mail it may take 3 to 5 weeks to get back the majority of responses that are going to come in, and at that point the analysis can begin. Depending on the type of analysis that is to be performed it may be another 3 or 4 weeks before the final presentation is ready to be released. It's not uncommon for a mail survey to take 10-12 weeks from planning to presentation, although there are ways to speed the process up, by providing return envelopes or even Fed-x mailings.
Applications of Mail Surveys
Mail surveys are often used to understand the types of products being used in the household and overall satisfaction with each product.
Special Considerations for Mail Surveys
Studies have shown that those who respond to mail surveys promptly are often people who have strong feelings on the subject (pro or con) as opposed to those who respond after a follow-up reminder may be more ambivalent about the topic. Good studies will categorize these two types of respondents and incorporate their response times into the analysis - otherwise the findings may not be as reliable.
