February 2012

Discussing Methodology of Mail Surveys (Part III)

Designing Materials for Mail Surveys

Noriko Onodera

Based on the 2008 and 2010 test mail survey, the author discusses the methodology of mail surveys in three reports.

The third report focuses on the designing of mail survey materials such as questionnaire formats. Since the mail survey does not involve polltakers, the accuracy of responses and the collection rate depend on the respondents. Hence, survey materials play an important role in making respondents trust the surveyor and the survey itself and answer and return the questionnaire in a positive manner. In this February issue, the author discusses the designing of questionnaires and survey materials, based on the findings of the test surveys and by reference to related literatures.

NHK contacts respondents by delivering four different postal mails; the letter of request prior to sending the questionnaire, the questionnaire, the first reminder, and the second reminder (with questionnaire). The author analyzed each material, which can be summarized as follows.

-The design of questionnaires, such as the layout of questions (one-column, two-column, or table) and that of options (vertical or horizontal) should be accommodated to actual questions and options.

-The letter of request should indicate the surveyor’s address, contact information for inquiries, private policy, etc. to enhance the credibility of the surveying organization as well as information on how the respondent were selected and how the survey result will be handled to provide a feeling of trust to the respondents.

-The questionnaire cover letter should indicate the meaning and aims of the survey to highlight its value. The letter of request should be printed on the back of the cover letter.

-Out of regard for those who have already returned the questionnaire, the first reminder should contain an expression of gratitude, instead of apologizing for the cross in the mail.

-The second reminder (with a questionnaire) should give an impression that the surveyor is sorry for the repeated requests but sincerely need cooperation from the respondents because the survey is important.

The NHK Monthly Report on Broadcast Research