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Increasing response rates by c hanging e -mail Invitations in web s urveys

Increasing response rates by c hanging e -mail Invitations in web s urveys. Evgeny Terentev Natalia Maloshonok Aigul Mavletova. Previous studies.

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Increasing response rates by c hanging e -mail Invitations in web s urveys

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  1. Increasing response rates by changinge-mail Invitations in web surveys Evgeny Terentev Natalia Maloshonok Aigul Mavletova

  2. Previous studies • Usage of personal salutation increases response rate [Cook C., Heath F., Thompson R. L. 2000; Heerwegh D., Loosveldt G. 2006; Joinson A.N., Woodly A., Reips U-D. 2007; Muñoz-Leiva F., et al. 2010]. • Offering personalized feedbackcompensates for the negative effects of low topic salience on response rates [Marcus B. et al. 2007]. • Usage of authoritative or high status sender increases response rate [Guéguen N., Jacob C. 2002; Joinson A. N., Reips U. D. 2003]. • Subject line in a form of request for help increases response rate [Henderson V. 2011; Trouteaud A. R. 2004]. • Changing in the text of reminders increases response rate [Sauermann H., Roach M. 2013].

  3. Empirical base • Applicants to HSE undergraduate programs: N=6027, RR=37%, BR= 6%. • Applicants to HSE master programs: N=1873, RR=45%, BR=7%. • Graduates of HSE bachelor programs: N=2437, RR=11%, BR=6%. • HSE Students (bachelors and masters): N=13350, RR=11%, BR=4%. • Students of pedagogical university: N=186, RR=33%, BR=10%. • Students of technical university: N=223, RR=31%, BR=5%.

  4. Experimental factors

  5. Experimental factors

  6. Results 1. Sender Chi square(graduates)=40.098, df=1, p<0.001 Chi square(students of pedagogical university)=10.707, df=1, p<0.001

  7. Results 2. Personal salutation Chi square=7.595, df=2, p<0,05

  8. Results 3. Selectivity Chi square=9.127, df=1, p<0.01

  9. Results 4. Interaction of factors Survey: HSE 3rd and 4th years students OR=1,592,p<0,01 Survey: Students of technical university OR=7,273,p<0,001

  10. Results 5

  11. Conclusions and discussion • Not all factors have the same effect on all categories of respondents. • If main effects were not always significant, the interaction effects can significantly increase response rates.

  12. References • Cook C., Heath F., Thompson R. L. A Meta-Analysis of Response Rates in Web-or Internet-Based Surveys // Educational and Psychological Measurement. 2000. Vol. 60. №. 6. P. 821-836. • Heerwegh D., Loosveldt G. An Experimental Study on the Effects of Personalization, Survey Length Statements, Progress Indicators, and Survey Sponsor Logos in Web Surveys // Journal of Official Statistics. 2006. Vol. 22. №. 2. P. 191–210. • Joinson A.N., Woodly A., Reips U-D. Personalization, Authentication and Self-Disclosure in Self-Administered Internet Surveys // Computers in Human Behavior. 2007. Vol. 23. №. 1. P. 275-285. • Muñoz-Leiva F., Sánchez-Fernández J., Montoro-Ríos F., Ibáñez-Zapata J. Á. Improving the Response Rate and Quality in Web-Based Surveys through the Personalization and Frequency of Reminder Mailings // Quality & Quantity. 2010. Vol. 44. №. 5. P. 1037-1052. • Marcus B., Bosnjak M., Lindner S., Pilischenko S., Schütz A. Compensating for Low Topic Interest and Long Surveys. A Field Experiment on Nonresponse in Web Surveys // Social Science Computer Review. 2007. Vol. 25. №. 3. P. 372-383. • Guéguen N., Jacob C. Solicitation by E-mail and Solicitor's Status: A Field Study of Social Influence on the Web // CyberPsychology & Behavior. 2002. Vol. 5. №. 4. P. 377-383. • Joinson A. N., Reips U. D. Personalized Salutation, Power of Sender and Response Rates to Web-Based Surveys // Computers in Human Behavior. 2007. Vol. 23. №. 3. P. 1372-1383. • Sauermann H., Roach M. Increasing Web Survey Response Rates in Innovation Research: An Experimental Study of Static and Dynamic Contact Design Features // Research Policy. 2013. Vol. 42. №. 1. P. 273-286.

  13. Thank you for attention!

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