Methodologies
Total
Design Method (TDM)
In order
to ensure the highest achievable response rates in its mail
surveys, the SESRC has adopted the elements of the Total Design
Method (TDM), as described by Don
Dillman (1978), in its procedures for implementing mail
surveys. The theory underlying the TDM is Social Exchange,
which suggests the likelihood that individuals will respond
to a survey questionnaire is a function of how much effort
is required to respond, and what they feel they are likely
to get in exchange for completing the questionnaire.
The basic
elements and procedures of the TDM are:
- Minimize
the burden on the respondent by designing questionnaires
that are attractive in appearance and easy to complete;
printing mail questionnaires in booklet format; placing
personal questions at the end; creating a vertical flow
of questions; and creating sections of questions based
on their content.
- Personalize
all communication with the respondent by printing letters
and envelopes individually, using blue ball point pens
for signatures and a first class stamp on outgoing and
return envelopes; and constructing a persuasive letter.
- Provide
information about the survey in a cover letter to respondents,
interviewers, and clerical personnel. If possible, also
send out letters in advance to informing respondents that
a survey is forthcoming.
- Follow-up
contacts of non-respondents is essential:
For telephone:conduct
between 3 to 8 call backs make
refusal conversion attempts make
appointments with respondents
For mail: postcard
mailing one week after first mailing 2nd
mailing to non-respondents two weeks later telephone
follow-up if necessary
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