IntroductionMaximising returns for a quantitative study is an important part of a successful piece of research. Where postal returns are required this can be problematic and where the target population is spread across a wide geographical area, even more so. This paper looks at how to increase the level of responses for a national postal questionnaire aimed at SME retailers following a poor response to a pilot postal questionnaire. This paper reports on an extensive piece of research undertaken recently where a pilot sent out to a limited number of the target population received a mere 10.5% return. Such response rates are not that uncommon, however in this study there was a low overall target population of potential respondents and the chosen target group were in disparate geographic locations. This low response to the pilot spelt a serious problem for the success of the research given that with this level of responses across the board there would be insufficient data to undertake rigorous statistical testing. Following a review of literature relating to increasing postal returns, a number of elements were identified and implemented in an attempt to increase the level of completed questionnaires received. This paper considers and identifies the methods appropriate to social science research relating to both: the ways and means of making the returning of a questionnaire more attractive to respondents; and a process to follow to ensure the highest rate of return.This paper looks at practical ways in which the problems of a low response rate to a postal questionnaire was addressed. The paper examines the methods that are available and some of the implications of using these when attempting to increase the levels of responses that are forthcoming. The methods adopted in this instance to increase the response rates relate to; a lottery prize incentive, coloured paper and the use of multiple stamps. These methods are examined in detail and the implications of their use analysed in relation to the success of the increased response rate.
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