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The paper's aim is to illustrate the use of a technique that can help researchers choose which techniques, and at what level, to employ in an internet‐based survey.

A screening experiment, designed as a Plackett‐Burman design, is used to study main effects of 11 techniques for increasing survey response. Three measures of effect used are click rate, completion rate, and response rate. A convenience sample of students at a large university in New Zealand is used.

Follow‐up had significant impact on click rate; incentive and pre‐notification had a significant impact on completion rate; no technique had significant effect on response rate.

Main effects are examined. Also, a limited number of approaches for each technique are studied.

This paper illustrates the use of a methodology that researchers, practitioner, and academics alike, can use to select techniques to employ in an internet survey. This is the first known application of the technique for selecting data collection techniques in marketing.

Two of the possible problems that may arise from gathering data by mail questionnaire are: survey recipients fail to respond, or they respond but provide unreliable data. Extant research has examined the effects of pressure to respond on increasing response rates; however, efforts to achieve a high response rate may produce unreliable data. The analysis presented in this paper examines the effects of increased pressure to respond to mail surveys on the reliability of survey responses. Our findings suggest that increased pressure to respond, decreased the reliability of information obtained. In addition, we show that personalization of the survey increases the reliability of responses. However, the conclusions concerning information suppression are not clear. The type of auditor change was a significant determinate of response reliability, but companies with greater financial distress were no more likely to give unreliable responses concerning the independent auditor changes.

Survey research of top managers is critical to addressing many contemporary research questions in the field of strategic management. Yet, the threat of low response rates has discouraged many researchers from attempting this type of work, steering the field of strategic management away from issues related to strategic process. This article provides an empirical examination of factors that determine the likelihood and quality of response to top management surveys. More generally, we advance a theoretical perspective on survey response rooted in social influence theory that should help researchers make better choices about the design of their survey questionnaires.

There is an erroneously held view that postal surveys cannot achieve sufficient response rates to overcome non‐response bias and are best suited when budgets are limited. This article reviews the increasing number of published studies which show that, with planning, high response rates can be achieved. It reports on a survey of members of the Postal Research Special Interest Group (formed under the auspices of the Market Research Society). Current postal research practice is highlighted and inferences drawn about the mechanics associated with high response rates.

Extended research efforts have been dedicated to understanding how different aspects of online surveys impact the response rate and quality of collected data. With the hope to yield higher response rates, leading survey software solutions (e.g., SurveyMonkey, Qualtrics, QuestionPro) introduced a new technique of embedding a question from an online survey into invitation emails sent to the respondents. The purpose of this chapter is to examine the impact of embedded questions on survey response rate and quality. The results of two experimental studies show that respondents are more likely to respond to a survey with an embedded question compared to an email without one. No statistically significant differences were discovered regarding data quality that was assessed via survey completion rate, respondent bias, and attention check questions. The chapter provides suggestions and guidelines for increasing online surveys' response rate and quality.

Purpose — The paper is analysing the effect of adding a web survey to a traditional telephone-based national travel survey by asking the respondents to check in on the web and answer the questions there (Computer Assisted Web Interview, CAWI). If they are not participating by web they are as usual called by telephone (Computer Assisted Telephone Interview, CATI).

Design/methodology/approach — Multivariate regression analyses are used to analyse the difference in response rates by the two media and to analyse if respondents' answering by the two media have different travel patterns.

Findings — The analyses show that web interviews are saving money, even though a more intensive post-processing is necessary. The analyses seem to show that the CAWI is resulting in a more careful answering which results in more trips reported. A CAWI is increasing the participation of children in the survey and of highly educated. And it is offering a higher flexibility to answer after a couple of days off. The CATI is on the other hand more useful for the elderly. In addition, the CATI survey proved to be more useful for busy people and people not willing to participate in a survey at all. Young people and people with low resources who are difficult to reach by telephone are neither met on the web. Most of the differences in the response shares can be compensated by a weighting procedure. However, not all seems to be possible to compensate for. An effort to increase the number participating in the CAWI survey might increase the quality of the survey in general.

Originality/value of paper — In many countries authorities are considering how to reduce the cost of their national travel surveys. The value of the paper is to show that a combination of a CAWI and a CATI could be a good solution. Furthermore, it shows that the mixed mode could improve a CATI and therefore be the reason in itself to change methodology.

Examines the relationship between selected strategies designed to enhance the response rate to a survey and uninformed response, or the tendency of respondents to deliberately “guess at” or otherwise answer survey questions when they lack sufficient knowledge or experience to provide an informed response. Uninformed response is one of several potential sources of response error, or error that results from inaccurate responses to survey questions, that trouble marketing researchers and others involved in survey research. Drawing on an often expressed concern that techniques designed to increase the overall response rate to a survey might negatively affect response quality in general (and uninformed response in particular), tests the effect of three response‐inducing techniques (monetary incentives, survey sponsorship, and type of appeal) on uninformed response in one particular survey. The findings suggest that monetary inducement and, depending on other characteristics of the survey design, sponsorship and type of appeal as well, do affect the level of uninformed response.

The question of whether personalization increases or decreases mail survey response rates has not been completely resolved in the marketing literature. Also, few studies address the issue of whether the results of the personalization are worth the added cost. This study shows that different postage treatments in combination with different levels of cover letter personalization result in a significant difference in response rates to mail questionnaires. A cost/benefit analysis of the effectiveness of increased personalization is also presented.

The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study.

This paper conducted an analysis of a real case using descriptive statistical and regression techniques.

The present study proposes the use of the so-called “sequential mixed-modes” in survey-based market research. This technique is based on the successive application of different information collection techniques (face-to-face, telephone and internet-based surveys); it offers four fundamental advantages: increased coverage rate; higher response rate; lower costs; and greater cooperation.

In addition to the normal limitations associated with conclusions derived from case studies, the data collection was carried out in only one autonomous community (Spain) and focussed only on one theme.

Firstly, it was found that data collection through mixed sequential modes substantially increases response rates in online surveys. This is particularly important as, in recent years, data collection through the internet has become almost standard market research practice. Secondly, the sample that resulted from the joint use of the three data collection modes more accurately reflected the distinctive features of the universe under study. A third recommendation is that the use of internet-based self-administered surveys is especially promising with individuals with a higher level of education and among students.

The decrease in the response rate is one of the greatest challenges of survey-based market research, given its impact on sample representativeness. This paper addresses this problem and exposes the advantages of the sequential use of mixed modes in the collection of information.

El objetivo de la presente investigación es mostrar que los modos mixtos aplicados de manera secuencial ofrecen un conocimiento adecuado de los temas objeto de estudio.

Se realiza el análisis de un caso real mediante técnicas descriptivas y regresión.

Este trabajo presenta los denominados “modos mixtos secuenciales” en la investigación a través de encuestas. Esta técnica se basa en la aplicación sucesiva de diferentes herramientas de recogida de información (encuestas presenciales, telefónicas y por Internet) y ofrece cuatro ventajas fundamentales; (1) aumento de la tasa de cobertura; (2) mayor tasa de respuesta; (3) menores costes; y (4) mayor cooperación.

Además de las limitaciones normalmente asociadas a los estudios de caso, la recogida de información se redujo a una única comunidad autónoma (España) y un único tema.

En primer lugar, se observa que la recogida de información mediante modos mixtos secuenciales aumenta de manera sustancial la tasa de respuesta en las encuestas online. Esto es particularmente relevante en la situación actual, pues la utilización de Internet casi se ha convertido en un estándar en la investigación de mercados. En segundo lugar, la muestra final obtenida como resultado del uso de tres modos de recogida refleja de manera más ajustada las características distintivas de la población objeto de estudio. Una tercera implicación es que el uso de encuestas online de carácter autoadministrado es especialmente prometedor en individuos de mayor nivel educativo y entre estudiantes.

摘要

本文的目的是要证明，按顺序应用的混合方法为研究的主题提供了充分的知识。

本文运用描述性统计和回归技术对一个实际案例进行了分析。

本文提议使用 “顺序混合模式” 来调查市场研究。这项技术是基于连续运用不同的信息收集技术(面对面、电话和基于互联网的调查) ，它提供了四个基础性优势: 增加覆盖率; 更高的回复率; 降低成本; 和更大的协作。

除了常见的案例研究所存在的局限性之外，本文的数据收集仅在一个自治社区(西班牙)进行，并且只集中于一个主题。

首先，通过混合序列模式收集数据，大大提高了在线调查的回复率。这一点尤其重要，因为近年来，通过互联网收集数据几乎已成为标准的市场研究实践。其次，联合使用三种数据采集模式所得到的样本更准确地反映了所研究社区的鲜明特征。第三个建议是，使用基于互联网的自我管理调查对调查教育水平较高的个人和学生群体具有很大的调查前景。

回复率的下降是基于调查的市场研究面临的最大挑战之一， 因为它大大影响了样本代表性。本文解决了这一问题，并揭示了在信息收集中顺序使用混合模式的优点。