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S
URVEY
G
UIDE
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C
OLLECT
D
ATA
R
ESPONSE
R
ATE
The whole point of conducting a survey is to obtain useful, reliable, and valid
data in a format that makes it possible to analyze and draw conclusions about
the total target population. Although there is no agreed-upon minimum response
rate (Fowler, 2002), the more responses you receive, the more likely it is that
you will be able to draw statistically significant conclusions about the target
population.
Every component of your survey process
–
everything you do or don’t do –
will
affect the response rate, so seemingly simple decisions like whether to use a
mailed survey or a web survey should not be taken lightly. The UW Survey
Center normally receives a 60-70% rate of response to mailed surveys. For web
surveys, a 30-40% response rate is common, even with populations that are
young and have easy access to the web.
From your very first contact with potential respondents to obtain cooperation,
you have the opportunity to affect the response rate. How can you interest
potential respondents so that they are more likely to respond? People like to
know the purpose of the survey and what you will do with the results. Studies
show it helps if the initial communication is personalized and presents an
altruistic purpose for participation. Clear identification of the source and authority
of the organization conducting the survey and assurances about confidentiality
are also extremely important (Odom, 1979).
Incentives are often used to maximize the response rate. Mailed surveys or
advance letters are often accompanied by a crisp bill. When it is provided before
the survey is taken, even a small denomination encourages the respondent to
complete and return the survey. Prize drawings for a gift certificate are popular
incentives for completing a web survey, however the evidence about their
potential effectiveness in gaining participation is mixed at best.
Calculating response rates can be quite complicated. The American Association
for Public Opinion Research (AAPOR) has developed
a set of “Standard
Definitions” that are used by mo
st social research organizations. See
http://www.aapor.org/Standard_Definitions/1818.htm .
F
OLLOW
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UP
P
ROCEDURES
Advising potential respondents of a deadline for completing the survey helps
make it a priority. CustomInsight (2010) suggests giving a window of 7 to 10
days, with a follow-up reminder sent a few days before the end date.