Is It What You Say, or How You Say It? An Experimental Analysis of the Effects of Invitation Wording for OnlinePanel Surveys

Zoltán Fazekas, Matthew T. Wall, André Krouwel

Publikation: Bidrag til tidsskriftTidsskriftartikelpeer review

Abstrakt

In this article, we present results from a study of how varying e-mail “cover letters” in the implementation of an online survey can influence response rates. Historically, there is little evidence that the content of survey cover letters has a strong effect on response rates in off-line survey environments, although empirical research on this question is limited and some research has pointed to small, but significant, effects due to varying letter content. Online self-completion surveys differ from paper versions in that the link that survey targets must click on to complete the survey is embedded in the “cover letter” e-mail. As such, we have reason to suspect that the content of such e-mails may affect the likelihood that targets respond to the survey and influence the quality of the responses that they provide.
OriginalsprogEngelsk
TidsskriftInternational Journal of Public Opinion Research
Vol/bind26
Udgave nummer2
Sider (fra-til)235–244
Antal sider10
ISSN0954-2892
DOI
StatusUdgivet - 2014
Udgivet eksterntJa

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