Utilizing a toll free number to measure nonresponse


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Utilizing a toll free number to measure nonresponse

  2. 2. RESEARCH OBJECTIVE <ul><li>To develop an efficient & effective satisfaction research program that will enable Company divisions to track satisfaction over time </li></ul><ul><li>To conduct pilot studies across two divisions to evaluate questionnaire design & uncover database or other impediments to the research </li></ul>
  3. 3. RESEARCH DESIGN <ul><li>USPS mail survey </li></ul><ul><li>Four-page questionnaire mailed to a randomly-selected sample of 1,350 from Company database </li></ul><ul><li>Original design called for one follow-up postcard reminder </li></ul>
  4. 4. QUESTIONNAIRE MATERIALS <ul><li>Color (green) paper </li></ul><ul><li>Separate cover letter on Company logo, signed by Division CEO </li></ul><ul><li>Incentive was a summary of research results </li></ul><ul><li>Return address customized by regional office </li></ul><ul><li>Outgoing envelope included teaser &quot;Your Opinion Makes a Difference&quot; </li></ul>
  5. 5. SECOND FOLLOW-UP <ul><li>Second follow-up was added due to low rate of response </li></ul><ul><li>Purpose of second follow-up </li></ul><ul><ul><li>&quot;Thank you&quot; </li></ul></ul><ul><ul><li>Provide address for returns </li></ul></ul><ul><ul><li>Provide telephone # to request new questionnaire </li></ul></ul><ul><ul><li>Provide telephone # to state reason for nonresponse </li></ul></ul>
  6. 6. TELEPHONE # WAS A: <ul><li>Toll-free (888) # </li></ul><ul><li>Direct link to a voice mail box </li></ul><ul><ul><li>Personal greeting acknowledging respondent & thanking him/her for the call </li></ul></ul><ul><ul><li>Caller could leave any length message </li></ul></ul><ul><ul><li>Caller not required to identify him/herself </li></ul></ul>
  7. 7. 81 RESPONDED TO THE TOLL-FREE # <ul><li>6% of the total sample </li></ul><ul><li>58/81 (72%) of the calls received the first week </li></ul><ul><li>15/81 (18%) of the calls were anonymous </li></ul><ul><li>66/81 (82%) of the callers identified themselves </li></ul>
  8. 8. (N=81) Requested a new questionnaire 28% Not qualified/self-selected out 22 Questionnaire questions didn’’t pertain to their work 17 Already sent in questionnaire 14 Too busy/no time to complete questionnaire 6 Deceased/person in sample has died 4 Person in sample at college/not available 4 Illness/having a baby 3 Other 2 RESPONSE TO TOLL-FREE #
  9. 9. RESPONSE TO TOLL-FREE # Summarized <ul><li>58% couldn't/wouldn't respond (non-respondents) </li></ul><ul><li>4 2% had sent or requested new questionnaire </li></ul><ul><li>(viable respondents) </li></ul>
  10. 10. NON-RESPONDENTS <ul><li> (n=47) </li></ul><ul><li>Should not have been in the database 45% </li></ul><ul><li>Could not answer questionnaire as designed 30 </li></ul><ul><li>Had no intention/ability to respond 25 </li></ul>
  11. 11. GREATER UNDERSTANDING OF NONRESPONSE HAS LED TO POSITIVE CHANGES <ul><li>Databases are now the primary focus </li></ul><ul><ul><li>Discussions with divisions begin with an examination of their database </li></ul></ul><ul><ul><ul><li>Fields by which to pull qualified respondents </li></ul></ul></ul><ul><ul><ul><li>Regularity & method of updating </li></ul></ul></ul><ul><ul><li>Attempt to decrease potential non-respondents while increasing the number of viable respondents </li></ul></ul>
  12. 12. GREATER UNDERSTANDING OF NONRESPONSE HAS LED TO POSITIVE CHANGES <ul><li>Questionnaire re-designed to reflect </li></ul><ul><ul><li>Inaccuracies in the database & allows respondents to be deleted </li></ul></ul><ul><ul><li>(providing secondary objective --- keeping databases current) </li></ul></ul><ul><ul><li>Varying types of Company-related activities </li></ul></ul><ul><ul><ul><li>Designing new questionnaire for special segment </li></ul></ul></ul><ul><ul><li>Respondents' awareness/comfort with Company terminology </li></ul></ul><ul><ul><li>(making the questionnaire more user friendly) </li></ul></ul>
  13. 13. CONCLUSION <ul><li>Certain populations will respond to a toll-free number that enables respondents to leave anonymous messages </li></ul><ul><li>Certain populations are willing to make a toll-free call in order to explain their non-response behavior </li></ul><ul><li>On this basis, toll-free numbers may prove useful in understanding nonresponse in particular populations </li></ul><ul><li>This understanding can further allow the researcher to make adjustments to the research design which positively impact the overall efficiency & effectiveness of the research </li></ul>
  14. 14. ADDITIONAL QUESTIONS <ul><li>How effective is a toll-free # among other Company populations? </li></ul><ul><li>What are the effects of a toll-free # among other non-Company population types? </li></ul><ul><li>To what degree, if at all, did the toll-free # positively impact response rate? </li></ul><ul><li>Would a higher overall response rate have been obtained if the toll-free # had been used on the first, rather than the second, follow-up? </li></ul>