I heard the other day from an AMP rep that if a survey isn't returned the assumption by the 'airships' is that since it wasn't returned you must be happy with your lot! So take this example:
10,000 surveys are sent out. 4,000 are returned - which at a 40% return rate is actually pretty good compared to historic norms. Of those 4,000, 3,000 replies are negative in nature - saying 'this is rubbish' or whatever.
To you and me, we would say 3,000 out of 4,000, i.e 75%, of people surveyed are unhappy. But the 'airship' approach is that 3,000 out of 10,000, i.e 30% are unhappy, but 70% are happy, and there is therefore no need to change anything.
The comment from the AMP rep was accompanied by a plea to return all surveys you receive................