2. Why should I?
• Why are you contacting me? Who the heck are you? What do
you want? Do you really care about my opinion, or am I just a
number?
• What’s this study about? Why should I care?
• What’s in it for me? How will I feel if I respond honestly? How
will I feel if I sabotage you or simply refuse to respond?
• Who will benefit if I return this? Who can I punish if I actively
choose not to return it or better yet give bogus data?
• What if I do this later? What’s the rush? Why not
procrastinate? Why do it now?
• Why do you want this personal information? How do I know
you’ll keep it confidential?
May 15-17, 2008 Internet Data Collection Methods (Day 2-2)
3. Surveys Stink
• Response rates have been falling for more than 20 years in
all modalities, first phone, then mail, and, after an initial
period of optimism, the web
• InSite Consulting documented the four main reasons:
– No time (19%)
– Survey is too long (12%)
– “Don’t feel like it” (10%)
– Too boring (10%)
• Yet a survey is still the most cost effective method of self
report data collection available to the researcher
• It is still possible for a well-designed and well-executed
survey project to get good data, from an appropriate
sample, and with an excellent response rate
4. A self report study…
• … is a system of interactions
with each participant designed
to motivate prompt, honest,
and complete response.
• The motivation is governed by:
May 15-17, 2008 Internet Data Collection Methods (Day 2-4)
5. Social Exchange
Obligation
Altruism
Inclusion
Ego Satisfaction
Researcher offers social Participant trades time
rewards and minimizes and effort, not for money,
barriers to participation but for fulfillment.
May 15-17, 2008 Internet Data Collection Methods (Day 2-5)
6. Providing Rewards
“I Trust You!”
Importance of Responses
Support Key Values
Ask for advice
Uniqueness
Validation
Feedback
Increase Soc
Show
Positive Regard:
Politeness, concern,
time, respect, gratitude,
appreciation, convenience
May 15-17, 2008 Internet Data Collection Methods (Day 2-6)
7. Reducing Costs
“I Trust You!”
Non-subordinating language
Short response time
No embarrassment
No drudgery
Readability
Simplicity Decrease So
Obtain
commitment by
showing the respondent
you have put their interests
foremost in your design decisions
May 15-17, 2008 Internet Data Collection Methods (Day 2-7)
8. Increasing Trust: The long term expectation
that reward exceeds cost
• Each respondent is going to get $2. When do
you give it to them?
– In the first email contact when you request their
participation the study?
– After they have submitted their survey online?
– After you have verified the completeness of their
data?
May 15-17, 2008 Internet Data Collection Methods (Day 2-8)
9. Active vs. Passive NR
Active Non-Response Passive Non-Response
A conscious decision not Failure to respond to the
to comply with the research request because of
research request. Generally forgetting, lack of time,
occurs at first contact. or work overload. Can
Difficult or impossible to convert convert; can be
once decision is taken. time consuming to convert.
May 15-17, 2008 Internet Data Collection Methods (Day 2-9)
10. Think Benefits and Rewards
• Money can be an important motivator, but you must differentiate
between money as a token of esteem and money as a payment for
services
• Standing/Status: Exclusivity of expertise or status and standing in
the community; participation in the survey can affirm this
• Social engagement: How does participation in your survey help
someone feel more strongly affiliated with their
group, profession, organization, neighborhood, or city?
• Feedback Cravings: Use the survey results to tell someone how
good they are, what are their strengths, where they need
help, what are their weaknesses
• Information is a benefit: What can someone learn from taking your
survey, how will they be better off when they are done
• The litmus test: After a person completes your survey, would he or
she choose to recruit similar others into it?
11. Summary of Dillman
Increase Benefits Decrease Barriers Foster Trust
Ask for advice Avoid subordinating Provide token of
language appreciation in
Show gratitude advance
Avoid embarrassment
Align with group values Avoid inconvenience Study sponsored by
Respondent identifies Study is short and easy legitimate authority
with sponsoring org Questions are not The task is important
Give tangible rewards redundant The study outcome will
Minimize personal make a positive
Give social validation change
Make study interesting information
Emphasize similarity to The relationship is
Evoke curiosity other requests similar to one that
Communicate scarcity already exists
of response
opportunity Internet Data Collection Methods (Day 2-
May 15-17, 2008
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