Survey Implementation

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Survey Implementation

• Chapter 4

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While seemingly mundane,

• Implementation procedures have a much greater
  influence on response rates. Multiple contacts,
  the contents of letters, appearance of envelopes,
  incentives, personalization, sponsorship, and how
  it is explained, and other attributes of the
  communication process have a significantly
  greater collective capability for influencing
  response rates than does questionnaire design.
  Dillman, p. 149

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Five needed elements for achieving a high
response rate

• A respondent friendly questionnaire
• Up to five contacts with the questionnaire
  recipient
• Inclusion of stamped return envelopes
• Personalized correspondence
• Token financial incentive that is sent with
  survey request

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1. Respondent-friendly questionnaire

• See Dillman, chapter 3.

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2. Four contacts by first class mail, with an
additional special contact.

• A brief prenotice letter that is sent to the
  respondent a few days prior to the questionnaire
• A questionnaire mailing that includes a detailed
  cover letter explaining why a response is
  important
• A thank you postcard that is sent a few days to a
  week after the questionnaire
• A replacement questionnaire that is sent to
  nonrespondents 2-4 weeks after the previous
  questionnaire mailing
• A final contact that may be made by telephone a
  week or so after the fourth contact.

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3. Return Elements with Real First-Class Stamps

• In line with social exchange theory.
• A real stamp has value, is a goodwill gesture,
  and can lead to reciprocating behavior

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4. Personalization of Correspondence

• The use of real stationery
• Their real names
• Hand signed
• Has personalization lost its effectiveness due to
  mail merge and scanning technologies?
• If so, how can one differentiate themselves.

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5. Token prepaid financial incentives

• Token incentive of 1-5 dollars can greatly
  improve response. It is better than lottery or
  other pay latter devices. It capitalizes on
  social exchange theory.