Abstract
Mail surveys are frequently used in higher education research as a means of collecting data relevant for college decision makers. Despite their prevalence, mail surveys have drawbacks, chief among them the potential for low response rates, which may compromise the credibility of research results and diminish their usefulness. Therefore, it is important for institutional researchers to plan and conduct mail surveys that achieve optimal response rates, especially in populations (i.e., alumni) where low response rates may be a problem. This research tested the effect of the survey procedures suggested by Dillman's (1978) Total Design Method on response rate to a mail survey of two-year college alumni. The method used was an experiment with four groups that varied in their degree of adherence to Dillman's procedures, i.e., amount of follow-up and degree of personalized approach. Subjects were randomly assigned to groups. Results provided a test of Dillman's techniques in an educational setting, further information for institutional researchers about ways to improve response rates, and an analysis of the costs and benefits of using Dillman's methods.
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Smith, K., Bers, T. Improving alumni survey response rates: An experiment and cost-benefit analysis. Res High Educ 27, 218–225 (1987). https://doi.org/10.1007/BF00991999
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DOI: https://doi.org/10.1007/BF00991999