Strategies to improve response rates to online surveys
Abstract
A historical overview of data collection tools shows a progressive decline in face-to-face and telephone surveys, as they have been replaced by self-administered surveys. Technological advances in recent years have led to a vast increase in the use of online surveys. However, many of these studies have had very low response rates, some in the low double digits. To remedy this situation, this paper outlines five effective strategies for improving response rates to online surveys. These specifically involve taking the utmost care when accessing respondents, contacting the target sample several times, adjusting the duration of fieldwork, informing respondents in advance that they have been selected to participate in the survey, and the use of rewards. The application of these strategies achieves a significant increase in response rates and better sample representativeness.
Keywords
self-administered surveys, online surveys, response rate, noncontact, fieldworkReferences
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