The Effect of Communication Emails on Web Survey Response Rate, Representativeness, and Response Bias: Results from a Factorial Randomized Control Trial in a College Student Population

Paula Clasing-Manquian, John A. Gonzalez

Key Findings

We tested two interventions intended to increase survey response rates: (1) providing potential respondents with calendar invites to take the survey and (2) providing potential respondents with survey reminder emails that showed how many people had already responded to the survey. Neither increased overall response rates among potential respondents to the MDES. However, these interventions did affect the representativeness of respondents, as underrepresented minority students who received an intervention were less likely to take the survey, and students with higher levels of stress or anxiety who received an intervention were more likely to take the survey. Simpler communication strategies may be more cost-effective than using persuasive technologies, and researchers should analyze potential response bias when testing survey interventions.