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Uwarunkowania stopnia zwrotu ankiet pocztowych w Polsce w świetle badań eksperymentalnych

100%

Gorbaniuk O.

Roczniki Nauk Społecznych

2000-2001

vol. 28-29

issue 1

241-267

The basic task of the experimental studies related in the article was to learn about the specificity of the Polish population as far as response of potential respondents is concerned to marketing research conducted with the use of the method of postal survey. To this end significance of effect of 15 variables on the return rate of the questionnaires was checked. The variables were distinguished on the basis of analysis of the relevant literature as well as of study results and Polish university teachers' experiences. A900 person random sample was drawn with the help of acomputer algorithm that was representative of the whole of adult Lublin residents with respect to age and sex. The whole drawn sample was divided into 16 experimental groups, each group numbering 50 subjects, and one control numbering 100 subjects. Each of the distinguished groups represented a different variable that was studied. The study results show that enclosing an envelope for the reply, reminding of the reply, enclosing a greater sum of money with the questionnaire, and a higher education and older age of the possible respondents had a positive effect on the percentage of returned questionnaires. The percentage was decreased when the envelopes containing the questionnaires were franked, the volume of the questionnaires was bigger, the survey was under the auspices of a private study centre, the subject was prenotified about his participation in the survey and when too small a sum of money was offered for the participation (50 gr). However, such variables as the subject of the survey, anonymity of the respondents, a repeated dispatch of the questionnaires, lottery and the sex of the respondents did not have a significant effect on the degree of return in the light of the obtained results. If anonymity was not guaranteed, or respondents were offered taking part in the study in return for filling in the questionnaire, and in the case of female respondents we can only talk about tendencies to decrease the return rate.

Stopień zwrotu ankiet pocztowych w badaniach marketingowych w świetle doświadczeń nauczycieli akademickich polskich uczelni

84%

Gorbaniuk O.

Roczniki Nauk Społecznych

1999

vol. 27

issue 1

167-181

Postal reviews are widely used in social sciences research because of their great popularity both with respondents and researchers. In Poland postal reviews are used less often than other methods of communication. A low or very low percentage of returned questionnaires is most often mentioned as the reason. This opinion results first of all from not knowing that condition the rate of their return, and particularly from not knowing the cultural peculiarity of Poland in this respect. The sources of this state should be looked for in underestimating the importance of the problem in academic handbooks that only popularise and deepen negative stereotypes about postal review, and in a small number of specialist publications on the variables that are significant for the rate of return in the case of Polish population. In order to fill the existing gap in the knowledge of peculiarity as far as the reaction of potential respondents in Poland is concerned to marketing research with the use of postal review it was decided that opinions and experiences connected with postal review should be collected and analysed. They came from people who occupy themselves in marketing research, first of all in its theoretical aspect, but also having practical knowledge in this field. 89 professors were chosen who specialise in the field of marketing. They were sent aquestionnaire, specially worked out for the study. The questions were concerned, among others, with the peculiar character of postal reviews done by those people. The rate of return after two contacts was 43.7%. The article contains a specification of the rate of return of questionnaires depending on the used factors of review personalisation, financial gratification, the number and form of contacts with respondents and factors connected with the specificity of sending and returning the research materials by respondents. The obtained results are compared and analysed against the background of results of research done in the West. These specifications and analyses may be a good source of hypotheses for future research of cultural conditioning and combination of factors that allow maximising the rate of return of postal review questionnaires in Poland.

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2 Roczniki Nauk Społecznych

2 Gorbaniuk O.

1 2001

1 1999

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Uwarunkowania stopnia zwrotu ankiet pocztowych w Polsce w świetle badań eksperymentalnych

Stopień zwrotu ankiet pocztowych w badaniach marketingowych w świetle doświadczeń nauczycieli akademickich polskich uczelni