Mail Surveys & Data Entry
Collecting data using a self-administered survey sent through the mail is a cost-effective alternative and in some cases is the most appropriate methodology. The ESRL works with clients to design a high quality self-administered questionnaire. Developing the survey is an interactive process in which we refine and focus research questions and craft a questionnaire that will provide useful data. Click on the questions below to learn more about mail surveys and data entry.
- What are the advantages and disadvantages of mail surveys?
- How is a mail survey carried out?
- How can you increase the response rate for a mail survey?
- How are data from a mail survey recorded?
- How is accuracy ensured for key-entered data?
What are the advantages and disadvantages of mail surveys?
One advantage of mail surveys is that they typically cost less to conduct than surveys using other methodologies. They also offer a low level of intrusiveness from the respondent's perspective. Most mail surveys do not require a large staff and they offer various options in how the survey is carried out depending on budgetary and time constraints.
The main disadvantage of mail surveys compared to other methodologies is the relatively low response rate achieved. Because the burden for completing and returning the survey falls on the respondent, mail surveys usually enjoy a response rate significantly lower than surveys carried out using other methods. Another disadvantage is that only a limited degree of complexity can be employed with a mail survey, ruling out all but the most basic branching and skip patterns. Finally, the time it takes to collect data through a mail survey is substantially longer than with a telephone survey of comparable sample size.
How is a mail survey carried out?
The first steps of the mail survey process, like with other methodologies, are to identify the relevant research questions and design a questionnaire that is best suited at providing useful answers to those questions. After this, the process of collecting data can begin.
Not unlike most other academic survey research organizations, the ESRL employs the Total Design Method (TDM) of conducting mail surveys. The TDM, pioneered by Don Dillman, is a theory and research based approach to conducting mail surveys that emphasizes attention to detail and a carefully designed survey protocol. Not only are the questions asked in a mail survey important, but so too are the design and appearance of the survey, the number and timing of mailings, and even the type of postage and envelopes used. Most mail surveys involve multiple mailings to maximize response rates.
How can you increase the response rate for a mail survey?
Because mail surveys usually achieve a lower response rate than other methodologies, it is crucial to maximize the number of responses received. There are many options for increasing response rates, the use of which depend on what the budget and time frame of the project allow. Examples of ways to maximize response in a mail survey include sending an incentive to participate (such as a small cash payment) to respondents with the survey, placing follow-up telephone calls to those who do not respond to the survey, using alternative types of postage, such as certified or priority delivery, and sending the survey in an envelope or package that stands out from others.
How are data from a mail survey recorded?
There are two options for recording data collected from a mail survey. The first is to use a scan form where the respondent fills in circles to indicate their responses to questions. The ESRL has partnered with the Electronic Imaging Department of the TTU Health Sciences Center to make "scanable" mail surveys available to ESRL clients. The Electronic Imaging Department features four high-speed, duplexing scanners and TeleForm software for efficient and accurate scanning of collected mail surveys.
Another method of recording data collected via a self-administered questionnaire is key-entry by trained personnel on site at the ESRL. We take great care to ensure that data are entered completely and accurately. For most data entry, we use Epi-Info software, developed by the Centers for Disease Control and Prevention. This software was originally designed for use in epidemiological studies involving large and often complex data sets. It allows entry of both numerical and textual data, is capable of incorporating branching and skip patterns, and makes the data available immediately following entry in multiple file formats that can be read by virtually any statistical, database, spreadsheet or word processing software.
How is accuracy ensured for key-entered data?
A key feature of Epi-Info is it's data verification capability. Data are entered once by a data entry operator, then again by a different operator. Entries of the two operators are instantly compared, and if a discrepancy is found the operator cannot continue entering data until the discrepancy is resolved. This ensures a very high level of accuracy for data entry projects without sacrificing efficiency.
Data entry operators are carefully trained in the use of Epi-Info and in how to properly resolve discrepancies in data verification. Operators are also briefed on each specific project they work on before they begin data entry to ensure that they are familiar with the survey instrument.