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Mail surveys remain an effective and popular mode of data collection, given the relatively low and decreasing response rates of Web surveys (Sheehan 2001) and the unreliability of e-mail addresses as compared to physical addresses (Crawford et al. 2002; Shannon and Bradshow 2002). This article addresses the implications of using return receipts/address updates to reduce the costs of self-administered mail surveys at Penn State Harrisburg (PSH). We build upon Dillman’s (1991, 2000) widely-used approach of multiple contact surveys to demonstrate the cost-effectiveness and improvement in completion rates using return receipts. We found that having valid addresses has the potential of reducing costs associated with a mail survey (e.g. copy costs, postage, etc.). However, in determining the efficacy of the return receipt method a priori, two features of the survey must be considered: (1) the relative cost between the return receipt and the additional mailings, and (2) the ratio between usable (deliverable) and nonusable (un-deliverable) addresses (see appendix for a model that demonstrates the utility of return receipts). If the ratio of bad-to-good addresses is higher than the cost of the return receipt relative to the cost of additional mailings, then return receipts are cost-effective.

Analyzing the Cost-Effectiveness of Using Return Receipt and Address Corrections in Mail Surveys