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This report by Dr. Craig Jackson examines the effectiveness and efficiency of postal surveys compared to email and website surveys. The study involved UK university staff answering questions on teeth cleaning, fruit consumption, and walking habits. Results show that postal surveys still yield higher response rates, emphasizing their continued importance over email surveys. The cost per reply was also found to be lower with postal surveys, indicating their cost-effectiveness. Recommendations include utilizing both email and postal methods for better survey results in the digital age.
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Simple Short Reports #3 Is the Postman dead yet? Dr. Craig Jackson Senior Lecturer in Health Psychology School of Health and Policy Studies Faculty of Health & Community Care University of Central England craig.jackson@uce.ac.uk
Are Postal Questionnaires Dead? IT predicted death of postal surveys Use of IT at home and work increases survey methods Comparison of surveys using www or email or post Subjects – UK university staff 200 email questionnaires 200 emails with www url 100 postal questionnaires Asked 3 questions: teeth cleaning fruit walking Jones, R. and Pitt, N. 1999
Are Postal Questionnaires Dead? Results Days after sending email www post n=200 n=200 n=100 numbers responding 3 25 31 0 5 59 34 16 9 61 35 53 10 63 35 60 17 68 37 72 17 day response rate 34% 19% 72% cost per reply Actual cost 35p 41p 92p With 100% response 19p 7.5p 72p
Interpretation Communication age? Postal still much better Novelty value of of email dead Therefore lower response rates Junk mail perceptions Email Filters Postal letters demonstrate & emphasize their importance WWW surveys & email process data (software) Email & www have potential for low cost regular user surveys Intranet users
