NCJ Number
19271
Journal
Public Opinion Quarterly Volume: 38 Issue: 4 Dated: (WINTER 1974-1975) Pages: 614-620
Date Published
1974
Length
7 pages
Annotation
RESEARCH STUDY ON THE IMPORTANCE OF PERSONALIZATION OF MAIL QUESTIONNAIRES TO A HIGH SURVEY RESPONSE RATE.
Abstract
THIS EXPERIMENT COMPARED THE CONTROL METHOD OF ELICITING A 75 PER CENT SURVEY RESPONSE (TESTED IN A 1972 WASHINGTON STUDY AND REPORTED IN NCJ-16191) TO THREE OTHER TREATMENTS EMPLOYING VARYING DEGREES OF PERSONALIZATION OF THE MAILING PACKET AND FOLLOW-UP POSTCARDS. THIS 1973 ARIZONA STUDY INVOLVED 2,269 POTENTIAL CONTROL GROUP RESPONDENTS AND 302 POTENTIAL RESPONDENTS FOR EACH OF THE THREE TREATMENTS. STUDY METHODOLOGY IS EXPLAINED ALONG WITH THE DIFFERENCES IN PERSONALIZATION UTILIZED FOR EACH GROUP. STUDY RESULTS REVEALED A 71.3 PERCENT RESPONSE RATE FOR THE CONTROL AND TREATMENT RESPONSES OF 64.3 PER CENT, 66 PER CENT, AND 72.2 PER CENT, WITH THE LEAST PERSONALIZED TREATMENT HAVING THE LOWEST RESPONSE RATE AND THE MOST PERSONALIZED HAVING THE HIGHEST RESPONSE. SINCE RESPONSE TO TREATMENT A (THE LEAST PERSONALIZED TREATMENT) WAS SHOWN TO BE STATISTICALLY SIGNIFICANT, RESEARCHERS CONCLUDED THAT RESPONSE MAY BE RELATED TO DEGREE OF PERSONALIZATION. IT WAS NOTED, HOWEVER, THAT THE EVIDENCE PRESENTED SUGGESTS THAT THE INVESTIGATOR MAY CHOOSE TO REDUCE PERSONALIZATION (A SAVING IN TIME AND MONEY) WITHOUT FORGOING A LARGE PORTION OF EXPECTED RESPONSE. FOR RESEARCHERS WHO DO NOT CHOOSE TO FOREGO ANY RESPONSES EXCEPT AS A LAST RESORT, THE RESPONSE RATES OF THE OTHER TWO TREATMENTS - 66.0 AND 72.2 PERCENT - INDICATED THE APPARENT SUCCESS OF RELAYING AN 'IMPRESSION' OF PERSONALIZATION WITHOUT A SUBSTANTIAL INPUT OF MANUAL LABOR, SINCE TREATMENT PACKETS WERE ALMOST ENTIRELY PREPARED BY COMPUTER OR MACHINE, EXCEPT FOR A HANDAPPLIED SIGNATURE ON THE COVERING LETTER AND POSTCARD OF TREATMENT C.