Raising Response Rates: What Works
Stephen Porter
New Directions for Institutional Research no 121, Spring 2004
- Survey non-response is usually not random
- Two choices
o Increase response rate
o Survey data can be weighted for non response
- Theories of survey response
o Why people respond to a poll
o Surveys cannot be appropriately adjusted for non response without a theoretical framework to guide weighting procedure.
o Theory
§ Reasoned action on part of potential participant
· Social exchange theory
§ Psychological approach by viewing decision to participate as a heuristic one – simple set of rules to determine survey participation
· Informal decision rules / rule of thumb
o Norm of reciprocity
o Helping tendencies
o Compliance with legitimate authority
o Perceptions of scarcity
§ Select group asked to participate
- Techniques to combat non-response
o Paper vs web
o Multiple contacts
o Length
o Incentives
o Survey salience
o Statements of confidentiality
o Requests for help
o Sponsorship
o Dealines
o Environment and background
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