Exhuming the Low Response Rate Fallacy of Postal Research

There is an erroneously held view that postal surveys cannot achieve sufficient response rates to overcome non‐response bias and are best suited when budgets are limited. This article reviews the increasing number of published studies which show that, with planning,high response rates can be achieved. It reports on a survey of members of the Postal Research Special Interest Group (formed under the auspices of the Market Research Society). Current postal research practice is highlighted and inferences drawn about the mechanics associated with high response rates.