Method in Madness: Social Media to Enhance Response Rate

Today, I read how Dan Ariely and Tom H. C. Anderson discussed predictably irrational and market research. And, I agree with him, the proven techniques to improve response rate may lead to some bias. When respondents are paid money, “they’re going to feel some obligation to the researcher who gave them this gift… I suspect that this can further get people to do what they think is pleasing for the research entity.”  And, for many researchers, due to the budget constraints, they can’t afford to pay money. In such cases, social media may help enhance the response rate. In absence of monetary rewards and gifts, social media enhances possibilities of creating meaningful social exchanges and marketers can think of leveraging social media with the idea of social markets.

Personalize Web Surveys

Joel David Bloom, Ph.D., the associate director for survey research at the University at Albany, presented “Experimental Tests on Response Rates in Student Web Surveys: What Works and What Doesn’t” and recommended personalization of web surveys. Social media analysis can be helpful in personalizing all contacts in web surveys, which is necessary to invoke social exchange.

Invite Respondents through Twitter

This way, you may reach potential customers at relatively lower costs; however, the result will be a convenient sample.

Use Tweets to Trigger Web Survey Invitations

You can invite respondents through twitter and certainly publish a link to a survey and invite people to take it. At the same time, when 140 characters of feedback just doesn't provide enough context, you can consider soliciting additional feedback by inviting Twitter users to complete short surveys that provide structured detail about their experiences.

Social media will also be helpful in creating a meaningful social exchange in many other ways like sharing survey results with relevant audience, connecting the respondent with other useful contacts, providing opportunities for interaction etc.
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