What sample size and minimum response rate is required? These will be largely determined by your business relationships with respondents. WIIFM (What’s In It For Me) for your respondents is important – not just WIIFM for your business. Incentives like give-aways increase response rates.

The following response rates may be expected.

• 100% response from internal customers, the staff, in your organisation if management directs everyone to participate.
• 30% response may be reasonable where you post it to irregular customers or prospects who have no great interest in your survey.
• 70% response might be a reasonable expectation if you email existing customers.
• Nearly 90% response may be achieved if you telephone your regular customers with whom you have ongoing relationships.