Meaning And Features Of Mail Survey:
Mail survey (also called mail interview) is one method of data collection through field investigation. Here, questionnaire is prepared for the collection of specific information required for research purpose. The questionnaire is sent by post (mail) to potential respondents with a request to complete the same and return by post to the mailing company/research agency. The completed questionnaires received are checked and arranged properly. The information given therein is tabulated and analysed in an impartial manner. Finally, conclusions are drawn for framing policies and decision-making.
In mail survey, interviewer is not available for asking questions, for guiding respondent and for noting the information. On some occasions, the questionnaire is published in the newspapers and readers are asked to supply information. In addition, copies of questionnaire are supplied to retailers with a request to collect completed questionnaires from the customers. Even the questionnaire may be supplied to consumers along with product’s package with a request to supply information. These methods are not used extensively due to poor response from the consumers. Normally, the questionnaire is posted to the address of the consumer and he is requested to supply information by answering the questions asked.
Mail/post office is used as a medium for the conduct of survey and hence it is rightly called mail survey. This method of survey is a complete antithesis of the personal interview. Here, the interviewers are not involved and naturally away from interviewer’s bias. Wide area can be covered as postal facility exists in the whole country.
National surveys can be conducted through mail survey as contact with large number of respondents is possible with the medium of post office. Mail survey needs to be planned properly for positive response from the respondents. Similarly, questionnaire prepared for the collection of information should be ideal/promising.
Mail survey is economical as compared to personal interview. The respondents are given full explanation of the purpose of the survey with a request to give necessary co-operation by supplying required information in the space provided in the questionnaire itself. Stamped envelopes (reply paid envelopes) are also sent along with the questionnaire for quick response from the respondents. Care is also taken to see that the respondent remains anonymous. In the questionnaire, alternate replies are suggested and the respondent has to make tick marks on the questionnaire itself. This gives convenience in the tabulation work as the use of computers for tabulation is possible.
Sometimes, small gift is also offered to respondents in order to have positive response from them. The respondent can study the questionnaire leisurely and give replies independently as per his desire. Naturally, the replies are given carefully and without pressure/tension. It is possible to contact respondents from different parts of the country by preparing a comprehensive mailing list.Mail survey method is now extensively used for marketing research.
0 Comments