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Tailored fieldwork design to increase representative household survey response: an experiment in the Survey of Consumer Satisfaction
Author(s) -
Luiten Annemieke,
Schouten Barry
Publication year - 2013
Publication title -
journal of the royal statistical society: series a (statistics in society)
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.103
H-Index - 84
eISSN - 1467-985X
pISSN - 0964-1998
DOI - 10.1111/j.1467-985x.2012.01080.x
Subject(s) - representativeness heuristic , interview , sample (material) , mixed mode , non response bias , telephone interview , telephone survey , computer science , motivational interviewing , psychology , applied psychology , marketing , statistics , social psychology , business , mathematics , psychiatry , intervention (counseling) , social science , chemistry , materials science , chromatography , sociology , political science , law , composite material
Summary. We used a tailored survey design to obtain a more representative response. Paradata from previous consumer sentiments surveys and register information were used to stratify the sample into groups that differed in contact and co‐operation propensity. We approached an experimental sample of 3000 households with a Web–mail–computer‐assisted telephone interviewing sequential mixed mode strategy. The choice of initial mode and the subsequent computer‐assisted telephone interviewing approach were tailored to the expected contact and co‐operation propensities of the sample units. In the computer‐assisted telephone interviewing follow‐up of non‐respondents, co‐operation was manipulated by assigning specific interviewers to specific sample units. Contact was manipulated by timing, spacing and prioritizing calls. The tailored fieldwork strategy was successful in significantly increasing representativeness, while maintaining the level of response and costs. Representativeness was determined by R ‐indicators.