Increasing Web Survey Response Rates in Innovation Research: An Experimental Study of Static and Dynamic Contact Design Features
Increasing Web Survey Response Rates in Innovation Research: An Experimental Study of Static and Dynamic Contact Design Features
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提高创新研究中的网络调查响应率：静态和动态接触设计特征的实验研究
DOI：
10.2139/ssrn.1618295
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发表时间：
2012
期刊：
影响因子：
--
通讯作者：
Michael Roach
中科院分区：
文献类型：
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作者：
Henry Sauermann;Michael Roach
网络调查已成为创新研究的核心，但往往受到低响应率。基于成本效益框架和明确考虑受访者的异质性，我们考虑了关键的联系人设计功能，如个性化，激励措施，以及调查联系人的确切时间对网络调查响应率的影响。我们还考虑了“动态战略”的好处，即，在调查生命周期内改变调查联系人特征的方法。我们通过对24，000多名初级科学家和工程师的职业调查来实验性地探索这些影响。结果表明，个性化将响应的几率提高了48%，而高回报和低中奖机会的彩票激励将响应的几率提高了30%。此外，在调查生命周期内更改提醒的措辞可使回复的几率增加30%以上，而更改联系时间（一周中的某一天或一天中的某个小时）并没有显著的好处。答复率的提高并没有以降低数据质量为代价。我们的研究结果为网络调查响应行为提供了新的见解，并为寻求提高调查参与度的创新研究人员提供了有用的工具。
Web surveys have become increasingly central to innovation research but often suffer from low response rates. Based on a cost–benefits framework and the explicit consideration of heterogeneity across respondents, we consider the effects of key contact design features such as personalization, incentives, and the exact timing of survey contacts on web survey response rates. We also consider the benefits of a “dynamic strategy”, i.e., the approach to change features of survey contacts over the survey life cycle. We explore these effects experimentally using a career survey sent to over 24,000 junior scientists and engineers. The results show that personalization increases the odds of responding by as much as 48%, while lottery incentives with a high payoff and a low chance of winning increase the odds of responding by 30%. Furthermore, changing the wording of reminders over the survey life cycle increases the odds of a response by over 30%, while changes in contact timing (day of the week or hour of the day) did not have significant benefits. Improvements in response rates did not come at the expense of lower data quality. Our results provide novel insights into web survey response behavior and suggest useful tools for innovation researchers seeking to increase survey participation.