Response Effects In A Survey About Consumer Behaviour

Vidal Daz de Rada
Public University of Navarra

Introduction

The mail survey is one of the least employed methods of data collection in social and market research in Spain. An analysis of the research methods used in Spain in 1998 shows that only 7% of the surveys used mail survey as a means of collecting data. The percentage for face-to-face surveys reached 46% and some 44% used the telephone (Als 1999, p. 75). This figure leads us to question why the mail survey, which can be an economic method of gathering information, is so little used in Spain.