DO SOURCE OF MAILING AND MONETARY INCENTIVES MATTER IN INTERNATIONAL INDUSTRIAL MAIL SURVEYS

To date there has been only a handful of studies on response rates of industrial mail surveys in the international setting. These studies have essentially dealt with either source of mailing effects or monetary incentives, and not a single study has dealt with both issues. Further, the results have been equivocal. In an attempt to resolve these equivocal findings, the authors report the results of a study wherein the impact of source of mailing effects and two types of monetary incentives on industrial mail survey response rates were investigated. Specifically, the hypotheses that a monetary incentive is better than a mailing effects incentive, a prize giveaway is better than a dollar incentive, and joint effects is better than only domestic mailing effects in enhancing response rates, were tested. Six hundred randomly selected Indian companies were systematically assigned to one of four groups, with a mailing site of 150 for each group. The four groups were the dollar incentive group, the prize giveaway group, the joint effects group, and a control group. The results indicate that the prize giveaway type of monetary incentive yielded a response rate of 25% that was significantly higher than the 7% of either the joint effects or the control group. Considering that prize giveaway had the least cost per response, it clearly appears superior to the other two tactics in enhancing response rates. More importantly, because joint effects fared no better than the control group in terms of response rates, it is difficult not to conclude that any attempt to sensitize respondents to a joint, domestic and foreign, affiliation in the context of research sponsorship would likely be a wasted effort.