Self-Administered Surveys - Use Web surveys judiciously. Not everyone can be reached and not everything
can be measured by a Web survey.
- Give preference to the Web. Nearly everyone who has access to e-mail also has
a browser and access to the Web.
- Compare Web questionnaire types. Both static, flat-form and interactive, multipage
questionnaires have their advantages and shortcomings.
- Balance appearance with performance. The website should be attractive, but it
must also perform quickly and reliably.
- Use external services when needed. A variety of survey software and services
are readily identifiable and available on the Internet.
- Coordinate mail questionnaires. Make the decisions about any one component
in the light of their effects on the others and on the mailing piece as a whole.
- Make production consistent. Select paper, print, page layout, and assembly
that are consistent among the components of the mailing piece.
- Use external services. Contact namelist sources, the post office, stationers,
word processing shops, graphic artists, printers, and mailing houses.
- Create an effective cover letter. Use the example and be sure that all 12 questions
recipients might ask are clearly answered in the letter.
- Select an effective inducement. Examine many alternatives and evaluate them
using the six major criteria for selection.
- Control timing and follow-up. Select an appropriate mailing date, allow sufficient
time for response, and monitor returns as recommended.
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