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7: Selecting and researching potential countries/markets
abroad > Implementing the research brief >
Evaluate the shortlisted countries in detail >
Techniques for formal in-market research > Postal surveys |
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Postal surveys
A true postal survey is considered to be
a form of in-market research even when it is conducted
from South Africa. While it is the least expensive in-market
research technique, it is also the most unreliable, especially
when undertaking this research over distance in a foreign
country.
The principle application of postal surveys
should be to help minimise the overall cost of in-market
research by reducing the number of personal visits that
might be required. However, the technique should seldom,
if ever, be used in isolation.
The main advantage of postal surveys is
that they are relatively cheap and a wide area and a large
number of respondents can be canvassed on a low budget.
There are several disadvantages to this research technique,
namely:
- The difficulty in selecting a representative
sample
- The necessity of keeping the questionnaire
short and simple, thus limited the depth of the survey
- The very low response rate usually no
greater than 5 per cent
- The bias introduced by the low response
rate. Those who do reply usually have a greater interest
in the subject than those making up a selection from
a random sample
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