Survey Response Rate: What It Is and Why It Matters

If you are conducting a survey and struggling to achieve a high response rate, you're not alone. Increasing survey response rates is crucial for obtaining accurate and reliable data, and in this blog post, we will explore what a survey response rate is, why it matters, and proven strategies to improve your survey response rates.

What is a survey response rate?

Survey response rate is the percentage of people who complete a survey. It is an important measure of how successful a survey is. A high survey response rate means that the survey is reaching a lot of people and that a good number of them are completing it. A low survey response rate means that the survey is not reaching a lot of people or that many of the people who are reached are not completing it.

Why does survey response rate matter?

A low survey response rate can have several negative consequences, including:

• Inaccurate data: If the response rate is low, the data collected may not be representative of the target audience. This can lead to inaccurate conclusions and decisions based on flawed data.
  ‍
• Wasted resources: Conducting a survey can be time-consuming and expensive. If the response rate is low, the resources invested in designing and administering the survey may be wasted.
  ‍
• Missed opportunities: Surveys provide valuable insights into customer preferences, behaviors, and attitudes. Low response rates mean that companies may miss out on important feedback that could inform product development, marketing strategies, and more.

How can you improve survey response rates?

Here are some tips on how to improve survey response rates:

1. Keep it short and simple: People are more likely to complete a survey if it is short and easy to complete. Keep the questions simple and focused, and avoid asking too many questions. One firm, which averages a 60 percent participation rate with no follow-ups, swears by its survey format of using only six questions.

2. Provide an incentive: Offering an incentive, such as a discount or a chance to win a prize, can motivate people to complete the survey. In fact, an e-Rewards Market Research study found a $2 cash reward for completing a survey was more effective than a $2,500 sweepstakes entry. However, be careful not to create bias by incentivizing certain groups more than others.

3. Personalize the invitation: Personalize the invitation by addressing the recipient by name and explaining why their feedback is valuable. This can make the invitation feel more personalized and increase the likelihood of a response.

4. Choose the right timing: Choose a time when your target audience is most likely to be available and willing to complete the survey. For example, avoid sending a survey during holidays or weekends.

5. Use multiple channels: Use multiple channels to reach your target audience, such as email, social media, and SMS. This increases the chances of the survey being seen and completed. Spam filters are typically looking for words like “free prize,” “free offer,” or “free” anything. Leave out spam trigger words when you’re writing up your email subject line and text.

6. Follow up: Follow up with those who haven't responded to the survey to remind them of its importance and encourage them to complete it. Sending out two reminders can double your response rate, according to data collected by Client Heartbeat.

Conclusion

Survey response rate is a crucial aspect of survey research that can impact the quality and validity of the data collected. By keeping the survey short and simple, providing incentives, personalizing the invitation, choosing the right timing, using multiple channels, and following up, you can increase the likelihood of a response and ensure that the data collected is accurate and representative of your target audience.

After you've completed your survey, be sure to checkout tools like mTab to analyze and report your findings.