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personnel (Kervin, 1992). They also reach a large number of respondents
in different places, as well as giving the respondents enough time to think
about the questions and provide their reflections as a way of avoiding the
pressure of the telephone questionnaire. Researchers have to consider
several issues when designing a mail questionnaire. These include:
• The language used in the questionnaire survey (avoiding jargon)
• The type of questionnaire, the sequence of the questions
• The subsequent personal data sought from the respondent
• The length of the questionnaire, which may have an effect upon the
response rate
(Source: Sekaran, 1992).
Kanuk and Berenson (1975) suggests that a mail questionnaire must be
kept short: the longer the questionnaire, the lower the response rate. Mail
questionnaires are characterised by the lack of opportunity for either the
interviewer or respondent to add additional explanation. Any doubts the
respondent might have will be difficult to clarify (Sekaran, 1992). Chisnal
(1992) suggests it may be possible to check the questionnaire answers by
personal interviews. Nevertheless, this method can add cost to the mail
survey. Mossier and Kalton (1971) indicate that it can be possible to
overcome the problems of mail questionnaires by combining them with
interviews. They also point to important aspects in questionnaire design:
researchers have to avoid questions that are insufficiently specific,
ambiguous, vague, leading, presuming, hypothetical, personal or
embarrassing. In order to ensure that none of these problems exists, the
questionnaire should be tested and pilot studies tried out.
5.6.8 Response rate
No method of collecting data ensures a high or low response rate.
Business respondents may suspect the questionnaire of being from a
government tax representative, or they may fear they are giving
information to competitors. Therefore, the researcher will have to
demonstrate to respondents the value of the research. Even consumers
