Effects of source and paper color on response rates in mail surveys

Abstract The purpose of this research is to study the effect of four sponsors (honor society, university, marketing research firm, and an unidentified sponsor) on the response rates to a questionnaire sent to a commercial population. In addition, the main and interaction effects of color of stationery (pink, green, yellow, and white) are examined. This research expands on the previous use of limited types of questionnaire source by including the first use of two source types, an academic honor society and an unidentified sponsor. Also, this research for the first time studies the interaction of types of questionnaire source and paper color on survey response rates. The authors conclude that mean response rates for a university or academic honor society are significantly higher than those for a marketing research firm or an unidentified sponsor. However, they found no significant impact on response rates by the use of different colors of stationery and also found no source and color interaction effects.

[1]  A. E. Crowley,et al.  The effects of color in store design. , 1983 .

[2]  P. Erdos,et al.  Professional Mail Surveys. , 1971 .

[3]  M. Parten,et al.  Surveys, Polls and Samples , 1966 .

[4]  W. Jack Duncan,et al.  Mail Questionnaires in Survey Research: A Review of Response Inducement Techniques , 1979 .

[5]  D. Dillman Mail and telephone surveys : the total design method , 1979 .

[6]  Gerald Albaum,et al.  Do source and anonymity affect mail survey results , 1987 .

[7]  M. Crask,et al.  MAIL SURVEY RESPONSE RATE A META-ANALYSIS OF SELECTED TECHNIQUES FOR INDUCING RESPONSE , 1988 .

[8]  M. Matteson Type of transmittal letter and questionnaire color as two variables influencing response rates in a mail survey. , 1974 .

[9]  W. Tullar,et al.  A Factor Interactive Investigation of Mail Survey Response Rates from a Commercial Population , 1977 .

[10]  Morton Walker,et al.  The power of color , 1990 .

[11]  Robert A. Peterson,et al.  An experimental investigation of mail-survey responses , 1975 .

[12]  C. Scott Research on Mail Surveys , 1961 .

[13]  G. Gordon,et al.  Maximizing Returns on Mail Questionnaires , 1958 .

[14]  D. I. Hawkins The Impact of Sponsor Identification and Direct Disclosure of Respondent Rights on the Quantity and Quality of Mail Survey Data , 1979 .

[15]  J. R. Lang,et al.  Sample Composition Bias and Response Bias in a Mail Survey: A Comparison of Inducement Methods , 1980 .

[16]  D. Nitecki Effects of Sponsorship and Nonmonetary Incentive on Response Rate , 1978 .

[17]  R. A. Robinson,et al.  Making Mail Surveys More Reliable , 1951 .

[18]  J. Gullahorn,et al.  AN INVESTIGATION OF THE EFFECTS OF THREE FACTORS ON RESPONSE TO MAIL QUESTIONNAIRES , 1963 .

[19]  G. L. Sullivan,et al.  An Evaluation of the Characteristics of Response Quality Induced By Follow-Up Survey Methods , 1982 .

[20]  S. Britt Psychological principles of marketing and consumer behavior , 1978 .

[21]  M. Pressley Improving mail survey responses from industrial organizations , 1980 .

[22]  Gerald Linda,et al.  Multiple Criteria Effects in a Mail Survey Experiment , 1978 .

[23]  P. Erdos,et al.  Visible vs. disguised keying on questionnaires. , 1977 .

[24]  D. Bender Colored stationery in direct-mail advertising. , 1957 .

[25]  John R. Nevin,et al.  The Effects of Source and Appeal on Mail Survey Response Patterns , 1977 .

[26]  J. Freedman,et al.  Effects of sponsor and prepayment on compliance with a mailed request. , 1973 .