The Viability of the Lost Letter Technique

Publisher Website
Google Scholar
Abstract
The lost letter technique was used to investigate consumer attitudes on two potential pharmaceutical services: taking of blood pressures and performing physical examinations in pharmacies. The methodology consisted of “losing” approximately 500 letters around three pharmacies with addresses that indicated favorable or unfavorable attitudes toward these services. The reliability of the lost letter was gauged through the use of simultaneously administered 300 in-store questionnaires investigating the same issues. Questionnaire respondents were opposed to both services, but only significantly so in the case of physical examinations. However, the lost letter technique results on both issues were nonsignificant; i. e., respondents were neither for nor against such services. In view of the questionnaire results, it may not be possible to replicate the findings of the lost letter technique. A possible problem with this methodology is that it may be insensitive to noncontroversial issues. When this technique is used, special consideration should be given to issues and sample size.

This publication has 2 references indexed in Scilit: