Surveys and Non Response

The Importance of Response Rates

A high response rate is the key to legitimizing a survey's results. When a survey elicits responses from a large percentage of its target population, the findings are seen as more accurate. Low response rates, on the other hand, can damage the credibility of a survey's results, because the sample is less likely to represent the overall target population.

Low response rates are a continuing problem for survey organizations. Some people simply refuse to participate in surveys, while others, for a wide range of reasons, cannot participate. Still, a well-designed survey, coupled with incentives and techniques to elicit response, can help guarantee a healthy response rate.

Reasons for Non-Response

There are many reasons why people might choose not to respond to a survey. Sometimes time is a factor. People may feel they can't spare the time to participate in a survey. Others may see a survey as a nuisance, particularly telephone and mail surveys. However, some factors that can cause non-response lie in the hands of the surveyors themselves, and can thus be avoided. The following list includes some of the pitfalls that can lead to non-response:

• If potential respondents have trouble understanding the questions, the likelihood that they will choose not to participate increases. Survey questions must be clear and concise. Any vague terms should be clearly defined.

• The survey format must be unambiguous and consistent. Question formats should also remain consistent and not jump randomly from type to type (i.e. multiple choice to short answer and back again). Instructions should be as explicit as possible.

• People are much more likely to respond to a nicely designed survey. A form that looks unprofessional or haphazardly constructed will undoubtedly lead to a lower response rate. Web surveys that require too much scrolling or contain too many pages can also inhibit response.

• Telephone Surveys can occur any time during the day, but the incredible growth of the telemarketing industry has led many people to screen their calls, especially during the dinner hour. If telephone interviewers identify themselves and their purpose up front, instances where people assume they are telemarketers and screen them out can be minimized.

• The importance of follow up cannot be overstated. Ensuring a high response rate means attempting contact with non-respondents at least once, usually within a few days after the first attempt.

• The simple act of letting people know that a survey will be coming can significantly increase the number of responses.

Once a target population is identified, the next step is to choose a survey method that increases the likelihood they will participate. For example, a telephone survey is probably not the best method for reaching a target population that consists of low-income, rural people. Although nearly all Americans have telephones, low-income rural people are the most likely not to have them. In this case a telephone survey can lead to skewed results.

Methods That Can Induce Response

Just as there are ways to avoid causing non-response, there are numerous proven methods that can stimulate response. Some of the methods survey organizations use to help increase response rates include the following:

• Incentives are perhaps the most effective method to ensure participation. Survey organizations use many kinds of incentives to elicit response, such as offering to share the survey's findings or awarding a certain number of 'points' for each survey taken that can then be redeemed for prizes. Some survey organizations enter respondents in a sweepstakes or even pay a modest stipend for participation.

• Although answering machines are generally viewed as a problem, they can also be used to a survey organization's advantage. A simple message requesting a call back can be very effective, especially if the organization uses an 800 number.

• Postcards or e-mails announcing upcoming surveys have been shown to increase response.

• Successful survey organizations always follow up the initial invitation with a reminder to those that have not yet responded.

• Establishing legitimacy can help convince potential respondents to participate in a survey. A good survey tells potential respondents who is conducting the survey and what credentials they hold. It also outlines procedures for asking questions and providing feedback.

• Surveying employees is a great way to gauge both opinion and workplace efficiency, but these surveys only work if enough employees participate. Offering employees time to fill out a survey not only ensures participation, it also sends a positive message that their opinions are valued, leading to honest, more useful responses.