Erdős Pál, Arthur J. Morgan: Professional Mail Surveys

"From initial planning to final interpretation, this practical guide covers every phase of conducting research by mail. In the simplest possible language, Professional Mail Surveys sets forth tested procedures for designing surveys, selecting mailing lists, composing questionnaires, processing data, and presenting the results—all within the allotted time and budget.
Describing techniques he has developed and refined in his own research organization, the author gives detailed instructions for pilot studies, advance notices, incentives, accompanying letters, and follow-up mailings, to insure high response rates and precise, unbiased replies. He tells how to use punchcard systems and tabulating machines, EAM and EDP equipment, and editing and coding processes. Recognition surveys and corporate image studies receíve special attention, and the information on international mail surveys occupies an entire chapter.
Sample questionnaires, letters, instruction sheets, and cost-estimating forma illustrate many methods, and case histories demonstrate the results. Tables and charts based on large numbers of surveys serve as convenient guides to normal patterns of response. The final checklist is a 56-point summary of standards that good surveys should meet.
A brief historical sketch tells how mail research began, and another section discusses the advantages and limitations. Indispensable to research specialists, this volume will be useful, also, to business and industrial executives, government officials, scientists, and educators—whether they conduct their own surveys or evaluate the work of other professionals."