Primer postcard improves postal survey response rates

OBJECTIVE: This study measures the effect of an intervention to improve mailed survey response rates. METHOD: A randomised controlled trial of a 'primer' postcard was performed as part of a large survey in Victoria in 1997. Prior to the survey mailout, half the sample of 800 general practitioners supplied by the Health Insurance Commission was sent, at random, a primer card to request prompt return of the survey. RESULTS: The intervention resulted in a more rapid return of the survey and improved overall response rates from 60% to 66%. The increased cost per returned survey (40 cents) was largely offset by fewer non-responders requiring follow-up. CONCLUSIONS: A primer postcard is a time and cost-efficient method to increase response rates in general practitioner surveys. IMPLICATIONS: Public health researchers should consider implementing this intervention to improve response rates to postal surveys. Reports of other response maximising strategies should report the cost per returned survey to allow better comparison.