Obtaining Cooperation in a Survey of Business Executives

Surveys of elite groups often require special efforts to obtain cooperation. A survey is described in which the crucial first step was to obtain from chief executives of business firms the names of certain of their subordinates and approval to survey them. Among several techniques used to obtain a high rate of cooperation were two involving personalization of the first approach to the chief executives: addressing initial letters to them by name, and use of personal telephone calls after the letters to obtain the desired information and approval. Comparison of response rates and other results with those obtained from a control group surveyed only by mail indicates that the personalization procedures had an effect opposite that desired.