Increasing Mail Survey Response Rates: Methods for Small Business Researchers
综述了提高小企业邮件调查回复率的方法，基于文献回顾，针对家庭和商业/工业人群提出建议，强调调查内容对受访者的相关性和吸引力。
Small business researchers and owner-managers are frequently confronted with the issue of to collect relevant information. Small business researchers are interested in gathering quantitative and qualitative data concerning a wide variety of business practices. Small business executives are often more interested in assessing customer or employee perceptions and attitudes important to their product or business. Mail surveys are one of the most frequently used methods of data collection, although they are generally considered to be only about half as effective as telephone surveys or personal interviews in generating responses. Several recent studies have shown that high non-response rates can be reduced and, in some instances, response rates can equal those obtained from personal interviews. Mail surveys have some distinct advantages. Compared with other methods the mailed questionnaire relatively cheap. A great deal of information can be obtained very quickly without the problems of interviewer bias and variability inherent in face-to-face techniques. A certain degree of respondent anonymity assured. Customers, for example, maybe more willing to tell it like it is on a questionnaire than they would be in an interview. Sensitive information can more easily be gathered through mail surveys where specific data are requested and records and other sources can be sought for verification. The one serious shortcoming of the mail survey the potential for a low response rate. While the interviewer has the power of a face-to-face personal contact to stimulate response, the mailed questionnaire must rely on other techniques to assure responses. Many of the techniques designed to increase response rates, and commonly recommended in research texts, are not supported by research results. The purpose of this article to outline some methods both small business owner/ operators and researchers on small business can use to increase response rates to mail surveys. The recommendations are based upon a detailed review of the literature and focus on both household and industrial/ business populations. MAKE SURE IT IS RELEVANT As simple as this may sound, what seems relevant to the researcher may not be viewed as very important to the respondent. The single most important factor in assuring a high response rate whether or not surveys are judged to be current and important to the respondent. The motivation and appropriate appeal to be used in the questionnaire are important factors. Business and industrial populations do not necessarily respond in the same manner nor for the same reasons as do general household populations. Business respondents are often constrained by work itself, time, and the distraction created by the intrusion of work. Surveys of consumers, by contrast, can be answered in their homes under conditions much different from the work environment. When the issue of relevancy raised, the question asked how long should the survey instrument be? Studies of household populations reveal short questionnaires are no more likely to receive higher response rates than long questionnaires. Only very long questionnaires are likely to have a detrimental effect on response rates, and what comprises long depends upon the population surveyed and the subject. The position that length not critical has less support when considering industrial/business populations. In the final analysis response rates depend heavily on the respondent's interest in the survey. If the content of the questionnaire important and the respondent knowledgeable, a high response rate can be attained. WHAT APPEAL TO USE Three appeals are generally used in the mail survey and accompanying letters: altruistic (We need your help . . .), egoistic (. . . your opinions are important. . .), and social utility (your opinions can help provide information that contributes to understanding more about . …