Research Methods in Tourism, Hospitality and Events Management

5.5 Data collection methods

5.5.1 Postal and other self-completion surveys

In 

Chapter 2

, the various advantages of self-completion surveys were discussed.

Assuming that a postal survey has been decided on, consideration needs to be given

to how the survey will be conducted to achieve the best possible response rate. When

sending out questionnaires by post, attention should be paid to:

1. The covering letter

Often, a letter accompanies the questionnaire and aims to get the recipient to

take part in the survey. If possible, the more ‘personal’ this can be the better. An

individual’s name rather than ‘Dear Sir/Madam’ (or, even worse, ‘The

Occupier’) is more likely to catch attention. The letter should introduce the

purpose of the survey and stress the confidentiality of the respondents.

The covering letter should also explain who is sponsoring the research. In my

experience, students explaining that their research is properly supervised and

endorsed by their tutor can achieve high response rates. This is because well-

written covering letters explaining, truthfully, that the project will help with the

student’s educational advancement can go far in appealing to the respondent’s

altruistic sentiments.

2. The questionnaire

As mentioned previously, self-completion surveys may be seen to have the

particular disadvantage that no interviewer is present to explain and prompt.

Thus, the questionnaire layout and presentation require greater consideration

than for surveys where an interviewer conducts the data collection. In this latter

case, interviewers can be trained and can practise using the questionnaire; not so

for respondents on their own. Research has been undertaken to test what types

of format, fonts, colour and length are best. Clearly, the nature of the project

and available budget may determine these factors. The main consideration is

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that the questionnaire must be clear, easy to understand and as professionally

laid out and printed as the budget permits.

3. Method of postage

One of the largest costs of postal surveys is the postage – for sending surveys to

respondents and where a posted reply envelope is provided. Pre-paid (freepost)

labels are a satisfactory method as only those returned are chargeable. However,

there is some suggestion (Frankfort-Nachmias and Nachmias, 1996) that such

business-reply envelopes achieve slightly lower response rates than those with a

normal stamp attached.

4. Reminders

After the first distribution of questionnaires, reminders are often required to

boost the response rates. Obviously, extra cost is involved here and sending

reminders requires the researcher to be able to identify which respondents have

not replied. When contemplating this method of data collection, the time

involved in following up late responders should be anticipated as it can lengthen

the whole data collection period. Some researchers include a gift or entry into a

free draw as an inducement to participate. However, care should be taken not to

offend particular respondents who would be willing to take part anyway

because of the value of the survey. Monetary or other inducements perhaps

suggest that a low response rate is already anticipated.

Overall, the various stages involved in the data collection of postal surveys are

as follows:

1. Questionnaire preparation  –  presentation

  –  layout

  –  printing

2. Covering letter  –  presentation

  –  layout

  –  printing

3. Postage preparation  –  filling envelopes

  –  addressing

4. First reminder postage  –  decision whether to include questionnaire and

reply envelope or just letter

5. Subsequent reminders  –  as necessary within time frame and budget