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mail survey

Definition:
MARKET RESEARCH questions sent to potential RESPONDENTS. who are encouraged to answer and return them. This survey method is particularly valuable where the POPULATION of target respondents is large, and perhaps widely dispersed. Although the initial overall costs of a mail survey may appear very attractive, the true costs depend on effective response rates, and these can vary significantly. Techniques used to enhance response rates include: (a) using a QUESTIONNAIRE package that is personalized, (b) enclosing a covering letter detailing the benefits of filling out the questionnaire; (c) offering a free gift or monetary incentive; (d) sending reminder letters to non-respondents (e) enclosing a stamped self-addressed envelope.

Cross-References:
[respondent] [questionnaires] [market research]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Alan M. Wilson], [1998].