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Improving winery survey response rates: lessons from the Australian wine industry

Carmine Sellitto (School of Information Systems, Centre for Hospitality and Tourism Research (CHTR), Victoria University, Melbourne, Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 May 2006




The paper aims to document a set of important success factors that need to be considered when undertaking traditional surveys within the Australian wine industry.


Reflecting on the relatively high rate of survey returns from research conducted within the Australian wineries, the author succinctly identifies a set of industry‐based values and operational conditions that appear to directly impact on improving survey response rates.


Six success factors should be considered in order to improve winery survey response rates. The factors entail survey design (length, stakeholder engagement, return‐by‐date), preliminary testing (pilot survey testing) and implementation (survey timing, feedback of results).

Research limitations/implications

As a viewpoint, the article needs to be considered from an Australian context with the proposed factors being a preliminary starting guide for researchers undertaking surveys.

Practical implications

The identified factors associated with improving survey responses are wine‐industry specific and will be useful to all researchers conducting surveys in the industry.


The paper is significant in that it identifies a set of wine industry‐based values and conditions that appear to influence survey response rates. The paper will be of interest to global wine‐industry researchers that use the survey instrument.



Sellitto, C. (2006), "Improving winery survey response rates: lessons from the Australian wine industry", International Journal of Wine Marketing, Vol. 18 No. 2, pp. 150-152.



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Copyright © 2006, Emerald Group Publishing Limited