Combining sources of information to increase survey response rates

Guinalíu, Miguel (Universidad de Zaragoza) ; Díaz de Rada, Vidal

Resumen: Purpose
The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study.
Design/methodology/approach
This paper conducted an analysis of a real case using descriptive statistical and regression techniques.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.

Idioma: Inglés

DOI: 10.1108/SJME-04-2020-0060

Año: 2020

Publicado en: Spanish Journal of Marketing - ESIC 25, 1 (2020), 29-45
ISSN: 2444-9695

Factor impacto SCIMAGO: 0.796 - Marketing (Q2)

Tipo y forma: Artículo (Versión definitiva)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)