The Lost Letter Technique and the 1996 Presidential Election

Abstract

Two field studies were conducted in Escambia and Broward Counties in Florida. A total of 900 letters and 726 postal cards were “lost” in selected voting precincts in these counties. More letters were returned than postal cards. The technique was not effective in reflecting gross differences of public opinion toward major and minor presidential candidates. County conditions seemed to influence the return of postal cards but not letters. The technique consistently did not predict trends in the outcome of the 1996 presidential election for major and minor candidates. Limited power may have been a factor in the return mail associated with addressees' affiliations, but less important when data for the letters and cards were compared with election outcomes.