The Effect of Covering Letter Personalisation in Mail Surveys
Philip GendallMassey University
INTRODUCTION
Personalisation of mail survey covering letters may involve one or more of the following: including the respondent's name and address in the letter; using a salutation that includes the respondent's name (i.e. 'Dear . . .' rather than 'Dear respondent' or 'Dear householder'); an individually typed letter; an original rather than a copied signature; a handwritten note in the covering letter.
There are two justifications for personalisation, both drawing on the theory of social exchange. The first argues that, if potential respondents recognise the...