A framework for understanding the process for gaining web survey respoonse using only postal contact
- 1. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Gerry Nicolaas & Patten Smith International Workshop on Household Survey Nonresponse, 31 August – 1 September 2017 Utrecht, the Netherlands A framework for understanding the process for gaining web survey response using only postal contact
- 2. 2Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Background Increasing use of push-to-web designs using postal contact Highly variable response rates Need to understand the process of gaining online cooperation in order to find effective methods for increasing the response rate Framework inspired by TDM to inform discussions with clients
- 3. 3Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Framework for push-to-web response Motivated to read the mailing Motivated to go online Motivated to take part in survey Motivated to open the mailing Motivated to complete questionnaire Personalisation Type of mailing; e.g. envelope with letter, postcard Appearance of mailing before opening; e.g. logo Personalisation Easy to read; e.g. length, font, vocabulary Appearance; e.g. important, professional Clarity about the purpose of the mailing Clarity about the survey request Use persuasive reasons for taking part Clear instructions for logging into the questionnaire Minimal effort needed to enter login details Multiple access methods; e.g. any internet-enabled device Use multiple mailings: • An optimum number of mailings • An optimum length of time between mailings • A diverse and yet coherent package of multiple mailings Landing page looks authentic with clear instructions Design for mobile; e.g. short, reduce clutter and text Avoid question types that are prone to break- offs Reduce cognitive burden
- 4. 4Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Fairly confident that the following has a positive impact on P2W response Motivated to open and read mailing – Personalisation, authoritative logos Motivated to take part in survey – Multiple and varied contact attempts, use of incentives, offer alternative mode to web non-respondents Motivated to go online and complete web questionnaire – Device agnostic, avoid use of complex question formats & cognitively difficult questions
- 5. 5Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Suggested priorities for further research Open the mailing (particularly unnamed samples) – Type and appearance of mailing Selected respondent(s) motivated to take part in survey – Respondent selection method, type of incentive (incl. cost effectiveness), persuasive messages Selected respondent(s) motivated to go online – Reducing the effort of moving from postal contact to online data collection The optimal package of multiple contact attempts – Dillman (ESRA 2017): Too often surveyors focus individually on these six concerns, and ignore the operational connectivity among them that is essential.
- 6. 6Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Questions for discussion Based on what you all know about research in this area, have we identified the right priorities for further research? Is a more thorough review of the literature required? If yes, where can we find the resources to do this? Do you know of any unpublished research in this area, either forthcoming or grey literature? This area of research is developing fast. How can we ensure that evidence and best practice is shared with survey agencies in a timely fashion?
- 7. 7Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) Thank you.