For companies which learn the opinions of their customers by means of online surveys, good response rates are crucial. Although it has been proved by recent research that low response rates are not necessarily connected with inferior quality data, generally the higher the percentage of people actually taking online surveys, the better the response rates. The significance of high response rates is that they provide more extensive information on customers’ opinions, wishes, demands and recommendations.
In order to achieve rewarding survey response rates, there are some factors that companies should be aware of. The most paramount factor is the relevancy of the survey topic. Relevancy is the most persuasive argument leading people to take surveys. Secondly and perhaps equally important, providing an incentive is another strong motivation for participation in online questionnaires. However, the subject of incentives is a tricky one, and by providing a certain incentive companies may attract the attention of only certain types of respondents, so the sample information obtained may be largely biased. (more…)