The Effects Of Cover Letter Format And Appeal ON Mail Survey Response Patterns

Abstract

Low response rates remain the primary obstacle to the cost effective use mail surveys in market research. This study examines the efficacy of two cost-free techniques for improving the efficiency of this methodology. The effects of three different appear strategies and cover letter formats were examined in 3 x 3 factorial design. The egoistic appear produced higher response rates than either help-the-sponsor or social utility appears. This effect was most pronounced when the appeal was presented in the post script of the cover letter. Consistent with the results of a previous study, a control group which received no appeal manipulation yielded the highest response rate. Psychological reactance and self-perception theory were used to account for these results.

Improving the Cooperation Rate of Older Adults and Their Caregivers in Research Surveys

“…The literature supports our conclusion. Numerous researchers have argued that the advanced letter is crucial to recruiting participants for research studies [24,25] . For older adults, a preliminary contact in the form of a written document is particularly important.…”

“…A commonly used method is an advanced letter, explaining the purpose and the type of the research, and the cause and organization for which it is being conducted [24] . A formal advanced letter of appeal is thought to reduce resistance to research participation because it is less invasive than a direct approach such as a phone call.…”