Likelihood of participating in mail survey research - Business respondents' perspectives

This research used a survey-on-surveys approach to study, business respondents' perspectives of mail surveys. Two studies were conducted. The results of the first study showed that day of the week had no effect on the likelihood of responding to a mail survey. Short questionnaires were preferred over long ones. The content of the study was the most important factor in stimulating response rates, followed by sponsorship of the study and postage paid reply envelopes. Prenotification and follow-up appeared to be the least important factors. These results were supported by the results of the second study. The results of the second study also indicated that researchers should use noncomparative scales or open-ended questions when asking respondents for facts and use comparative scales or fixed alternative responses when asking respondents for opinions or numbers. (C) 2000 Elsevier Science Inc. All rights reserved.