Estrategias para mejorar la respuesta de las encuestas en línea
Resumen
Una visión histórica de las herramientas de recogida de información desvela un progresivo descenso de las encuestas cara a cara y telefónicas, que han sido sustituidas por las autoadministradas. Los avances tecnológicos han supuesto un gran incremento de las encuestas a través de la red en la segunda década del siglo XXI. Ahora bien, muchas de estas investigaciones presentan tasas de respuesta muy bajas, algunas de menos de dos dígitos. Para solventar esta situación, este trabajo presenta cinco estrategias efectivas para mejorar la respuesta de las encuestas a través de la red. Concretamente, poner máximo cuidado en el acceso a la persona encuestada, contactar varias veces con la muestra objetivo, ajustar la duración del trabajo de campo, notificar a la persona que se va a encuestar que ha sido seleccionada para participar en una investigación, y utilizar gratificaciones. La aplicación de estas estrategias consigue un notable aumento de la tasa de respuesta y, además, una mejor representatividad muestral.
Palabras clave
encuestas autoadministradas, encuestas en línea, tasa de respuesta, sin contacto, trabajo de campoCitas
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