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Personalization of Mail Surveys for General Public and Populations with a Group Identity: Results from Nine Studies

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Title: Personalization of Mail Surveys for General Public and Populations with a Group Identity: Results from Nine Studies
Language: English
Authors: Dillman, Don A., Lesser, Virginia, Mason, Robert
Source: Rural Sociology. Dec 2007 72(4):632-646.
Availability: Rural Sociological Society. 104 Gentry Hall, University of Missouri, Columbia, MO 65211-7040. Tel: 573-882-9065; Fax: 573-882-1473; e-mail: ruralsoc@missouri.edu; Web site: http://www.ruralsociology.org
Peer Reviewed: Y
Physical Description: PDF
Page Count: 15
Publication Date: 2007
Document Type: Journal Articles
Reports - Research
Descriptors: Mail Surveys, Evaluation Research, Agricultural Education, Rural Sociology, Labeling (of Persons), Comparative Analysis, Rural Extension, Response Rates (Questionnaires), Communication Strategies
ISSN: 0036-0112
Abstract: The effect of personalization on mail survey response rates was examined in nine studies that included 17 comparisons under several research conditions. A study of this variable across multiple experiments in five agricultural experiment stations was undertaken because of conflicting results from previous research and from concern that the effectiveness of personalization might have decreased over time. Results show that, while response to general public surveys appeared to increase modestly across all treatment groups, there was no positive effect for populations in which a group identity (e.g., Dear Oregon Gardner or Dear ATV Owner) is employed to address respondents in cover letters. Personalization appears to remain useful for improving response in surveys of the general public. (Contains 2 tables.)
Abstractor: As Provided
Number of References: 48
Entry Date: 2008
Access URL: https://www.ruralsociology.org/pubs/RuralSociology/contents.html
Accession Number: EJ806530
Database: ERIC
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  Data: Personalization of Mail Surveys for General Public and Populations with a Group Identity: Results from Nine Studies
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  Data: Rural Sociological Society. 104 Gentry Hall, University of Missouri, Columbia, MO 65211-7040. Tel: 573-882-9065; Fax: 573-882-1473; e-mail: ruralsoc@missouri.edu; Web site: http://www.ruralsociology.org
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  Data: The effect of personalization on mail survey response rates was examined in nine studies that included 17 comparisons under several research conditions. A study of this variable across multiple experiments in five agricultural experiment stations was undertaken because of conflicting results from previous research and from concern that the effectiveness of personalization might have decreased over time. Results show that, while response to general public surveys appeared to increase modestly across all treatment groups, there was no positive effect for populations in which a group identity (e.g., Dear Oregon Gardner or Dear ATV Owner) is employed to address respondents in cover letters. Personalization appears to remain useful for improving response in surveys of the general public. (Contains 2 tables.)
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  Data: 2008
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      – SubjectFull: Mail Surveys
        Type: general
      – SubjectFull: Evaluation Research
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      – SubjectFull: Agricultural Education
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      – SubjectFull: Rural Sociology
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      – SubjectFull: Labeling (of Persons)
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      – SubjectFull: Comparative Analysis
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      – SubjectFull: Rural Extension
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      – SubjectFull: Response Rates (Questionnaires)
        Type: general
      – SubjectFull: Communication Strategies
        Type: general
    Titles:
      – TitleFull: Personalization of Mail Surveys for General Public and Populations with a Group Identity: Results from Nine Studies
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