A Stimulus Package for Stubborn Sample Members: Boosting Web Survey Participation Through Strategic Study Communication and Telephone Contacts
Tate, N. M., Simpson, J. B., Paoli, N. R., & Franklin, J. W. (2011, May). A Stimulus Package for Stubborn Sample Members: Boosting Web Survey Participation Through Strategic Study Communication and Telephone Contacts. Presented at AAPOR 2011, Phoenix, AZ.
Electronic technology has become ubiquitous in today’s society and interpersonal communication. We have adapted our data collection approach to meet the needs of our sample members and to take advantage of our technological capabilities: providing a web interview, communicating via HTML-formatted e-mail, incorporating text message reminders and introducing the study to sample members via YouTube. Since a web interview option was introduced on our studies in 2003 as an alternative to a telephone interview, the proportion of respondents choosing the web option has increased from 38 percent to 81 percent of completed interviews, due in part to a customized communication approach that emphasizes to sample members the ease and convenience of completing the survey independently on the Web.
Conducting nationally-representative, large-scale survey research presents unique challenges that call for innovations in data collection methods. As data collection mode preferences have shifted, ways of reaching sample members have needed to change as well. We will include in this presentation an examination of results of varied communication types in large-scale, multi-mode studies conducted with young adults who were surveyed between 2003 and 2009. In addition, we elaborate on how our communication strategy has evolved to accommodate and encourage web completion. We will focus on how we tailor our written, electronic and telephonic messages to sample members for cross-sectional and longitudinal studies, the systems we avail to sample members to assist with web completion, and our implementation strategy for when we communicate with our sample.