Online surveys offer many advantages over traditional quantitative research methods (such as phone and mail surveys), like cost efficiency, user-friendly survey design software, and getting results in electronic format. One concern with using an online survey mode is that it can sometimes produce lower response rates than other modes. With some planning and careful consideration, however, you can get response rates equal to (or higher than) traditional methods. One of the main ways you can raise response rates is by increasing your survey’s legitimacy to your audience. Make respondents feel like they should complete your survey because it is important in some regard. To do this, implement the following guidelines:
Be professional throughout the entire communication process. Choose your survey sample wisely, and make sure the survey is relevant to them. Let them know why you’re asking for their time, and that you really appreciate their opinions. Tell them what the results will be used for, and that you can send a summary if they wish to see one. Use appropriate language, and avoid wording things too casually unless the sample’s demographics call for it. Send them thank you notes.
Personalize the survey for each respondent. This includes sending personalized email survey invitation, such as referring to them by name instead of "Dear Valued Customer," if you have access to that information. If you already have demographic data about your respondents elsewhere, do not ask them for it in the survey (link to it later on).
Use a custom survey banner. Survey respondents like to know who the survey is from, what it concerns, and that it is from a legitimate organization for a legitimate reason. Adding your logo or letterhead to the survey template design makes it easy to remind them who you are. This is also basically a free form of branding.
Anything you can do to keep your survey in the research and scientific realms will help increase legitimacy. Respondents are more likely to complete a survey offered in this manner than when paired with a sales pitch. If possible, partner with another organization, such as a local research office, college or nonprofit organization.
Be professional throughout the entire communication process. Choose your survey sample wisely, and make sure the survey is relevant to them. Let them know why you’re asking for their time, and that you really appreciate their opinions. Tell them what the results will be used for, and that you can send a summary if they wish to see one. Use appropriate language, and avoid wording things too casually unless the sample’s demographics call for it. Send them thank you notes.
Personalize the survey for each respondent. This includes sending personalized email survey invitation, such as referring to them by name instead of "Dear Valued Customer," if you have access to that information. If you already have demographic data about your respondents elsewhere, do not ask them for it in the survey (link to it later on).
Use a custom survey banner. Survey respondents like to know who the survey is from, what it concerns, and that it is from a legitimate organization for a legitimate reason. Adding your logo or letterhead to the survey template design makes it easy to remind them who you are. This is also basically a free form of branding.
Anything you can do to keep your survey in the research and scientific realms will help increase legitimacy. Respondents are more likely to complete a survey offered in this manner than when paired with a sales pitch. If possible, partner with another organization, such as a local research office, college or nonprofit organization.
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