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Raising Response Rates in Mail Surveys of Small Business Owners: Results of an Experiment

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  • William J. Dennis jr.

Abstract

Mail surveys of small business owners have notoriously low response rates, creating the potential for substantial error in surveys of this population and diminishing the credibility of research conducted on small firms. The author recently carried out an experiment as part of a larger project involving 16,000 small business owner/members of the National Federation of Independent Business (NFIB). The experiment's purpose was to ascertain survey treatments that might enhance mail survey response among small business owners. Results showed that none of the six treatments examined improved response rates enough to warrant its routine use over the alternative, nor did any combinations of treatments help. The implication is that commonly used treatments, for example prenotification, often are unproductive.

Suggested Citation

  • William J. Dennis jr., 2003. "Raising Response Rates in Mail Surveys of Small Business Owners: Results of an Experiment," Journal of Small Business Management, Taylor & Francis Journals, vol. 41(3), pages 278-295, July.
    • Handle: RePEc:taf:ujbmxx:v:41:y:2003:i:3:p:278-295
    DOI: 10.1111/1540-627X.00082
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    Cited by:

    1. Tajeddini, Kayhan & Gamage, Thilini Chathurika & Tajdini, Javad & Qalati, Sikandar Ali & Siddiqui, Faiza, 2023. "Achieving sustained competitive advantage in retail and consumer service firms: The role of entrepreneurial orientation and entrepreneurial bricolage," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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