Page 138 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 7: Sources and Methods of Data Collection

Limitations of Mail Questionnaire Notes

1. It is not suitable when questions are difficult and complicated.

Example: “Do you believe in value price relationship”?

2. When the researcher is interested in a spontaneous response, this method is unsuitable.
Because thinking time allowed to the respondent will influence the answer.

Example: “Tell me spontaneously, what comes to your mind if I ask you about cigarette
smoking”.
3. In case of a mail questionnaire, it is not possible to verify whether the respondent himself/
herself has filled the questionnaire. If the questionnaire is directed towards the housewife,
say, to know her expenditure on kitchen items, she alone is supposed to answer it. Instead,
if her husband answers the questionnaire, the answer may not be correct.
4. Any clarification required by the respondent regarding questions is not possible.

Example: Prorated discount, product profile, marginal rate, etc., may not be understood
by the respondents.
5. If the answers are not correct, the researcher cannot probe further.

6. Poor response (30%) - Not all reply.
Additional Consideration for the Preparation of Mail Questionnaire

1. It should be shorter than the questionnaire used for a personal interview.
2. The wording should be extremely simple.
3. If a lengthy questionnaire has to be made, first write a letter requesting the cooperation of
the respondents.
4. Provide clear guidance, wherever necessary.

5. Send a pre-addressed and stamped envelope to receive the reply.

Task A nationalised bank wants to determine what is most effective way to increase
responses to their mail questionnaire? Three possibilities are:

1. Issue a gift coupon for 25 so that the respondent can go to a specified store to avail
the gift item.

2. Ask the respondent to note their name and address in the completed questionnaire.
Thereafter they will be mailed a cheque for 50.

3. Along with a questionnaire, write a letter stating pen set as gifts would be sent to
them, after receiving the completed questionnaire. Mail the questionnaire to 2,000
respondents chosen from four metros. Set up an experiment in which the above
incentives can be tested and the most appropriate method identified.

LOVELY PROFESSIONAL UNIVERSITY 133