Personalization and Offers of Results

This study investigated the effects of personalization, an offer of survey results, gender, level taught, and location (state) on survey return rates. Six hundred surveys were mailed to public school teachers in Nebraska and Wyoming. The overall return rate was 70.5%. A significant main effect was found for personalization. Also, personalization increased responses to the initial mailing. No other effects were necessary to provide adequate model fit. Results suggest personalization as operationalized in this study to be effective in increasing returns.