Ten Things Respondents Expect When Participating In Surveys

Written by Jane Sheppard of CMOR

The influx of telephone screening devices, busy schedules and time restraints, and resistance to anything that may appear a possible "scam" or request for money, has made obtaining respondent cooperation in legitimate research a challenge. Researchers have been looking for ways to improve cooperation among the public and in turn, help the research industry remain vital. As part of its efforts to combat the problem of declining respondent cooperation, the Council for Marketing and Opinion Research (CMOR) conducted another wave of the Respondent Cooperation & Image Study in September 1999. It was a nationwide telephone survey of 1,001 individuals to gather information to determine new insights into this issue. Although most of the information collected from respondents was not "new," it continues to reinforce that researchers must incorporate these findings within questionnaire design and survey procedures.

The purpose of this article is to break down the study's findings with suggestions as to how best to address the ten things that respondents reported they expect from researchers when participating in survey.

1. Privacy must be maintained. Eighty-five percent of the respondents mentioned that they were in some way concerned about their privacy. As a result, respondents need reassurance that the information that they provide will not be sold or used in any way that violates their privacy. An effective means to address these privacy concerns is the implementation of a privacy policy.
   
   
2. Courtesy is paramount. Respondents reported "courtesy" slightly down from 1992. Courtesy can take the form of some type of acknowledgement or not interrupting while the respondent is speaking. Although many surveys are drawn from random samples that do not provide a name or address of the respondent, researchers must make a concerted effort to treat the respondent with respect and not simply as a "number." All interviews should then incorporate such phrases as "please" and "thank you" into the research process (including follow-up materials).
   
   
3. Survey subject must be interesting. Less than half of the respondents (44%) indicated that the subject matter of the last survey they participated in was interesting. Controlling the subject matter is not an easy task, and making the survey interesting with a mundane subject is quite a challenge. However, it is important to convey to the respondents how the subject relates to the individual's life or society's importance.
   
   
4. It must be explicit that "no selling will be involved." Thirty-one percent of the respondents stated that they have experienced "sugging" - selling under the guise of research, which continues to affect the credibility of research studies. The statement, "we will not attempt to sell you anything" should be included in every introduction. Although this statement may not necessarily improve response rates, it does help to differentiate legitimate research from telemarketing. Only 66% of the respondents remembered being told that nobody would try to sell anything as a result of participation.
   
   
5. The survey must be conducted at a convenient time. Only half of the respondents felt that the survey they participated in was conducted at a convenient time. This fact calls to attention that researchers must make multiple attempts over the course of days and weeks to contact respondents and find a time that is opportune. Finding times that are convenient is not easy, but simple common sense goes a long way in determining the most convenient time to call. For example, avoid traditional dinner time, as much as possible, don't call too late, don't call too early or too late on a Saturday, and "tread lightly" on Sundays. It is recommended that respondents not be called before 9 AM or after 9 PM.
   
   
6. Professionalism is always expected. Three-quarters of the respondents found that interviewers were professional, down from 81% in 1992. Finding interviewers with excellent communication skills in today's tight labor market can become overwhelming. Most companies are vying for the same resource, therefore, researchers must take the extra step to: 1) provide comprehensive initial training, 2) project specific training, and 3) information about valuing market research, as well as, respondents. The more prepared interviewers are, the more professional they will sound.
   
   
7. Surveys cannot be "too long." Thirty-seven percent of the respondents felt that the length of the questionnaire was too long, and over half reported that the average length of their last interview was 13 - 14 minutes long. Although this may be somewhat under-reported, keeping telephone interviews 20 minutes or less is recommended.
   
   
8. Don't ask overly or unnecessary personal questions. With all the concerns about privacy and selling of personal information, respondents are even more sensitized to being asked personal questions. Half of the respondents felt that the questions asked of them were too personal. Assurances of confidentiality must be made with resources given to verify the study sponsor, research company, or the research process.
   
   
9. Provide adequate incentives. Only 17% of the respondents reported having received some type of incentive for participating in a survey last year. Incentives continue to be used primarily for interviews over 20 minutes. The highest use of incentives currently reported is among Internet surveys. Research has shown that cooperation improves when incentives are used.
   
   
10. Explain how research will affect their life. Barely half of the respondents felt that answering questions in polls or research surveys is in their best interest. Researchers, therefore, should strive to educate respondents about the vital role they play in the research process and that through their participation, their opinions are being communicated to companies, government, and the like. Include a statement that acknowledges the respondent as a vital part of the research process.

Yes, respondents expect to be acknowledged as a vital part of the research process. The general public is much more savvy about their entitlements and have many more avenues to voice their opinions. Researchers must continually measure the attitudinal climate to determine the right thing to do during the survey process. We want our respondents to be informed about what legitimate research is, and to experience it . . . every time!

For information on obtaining a summary or the full report of the 1999 Respondent Cooperation & Industry Image Study, visit CMOR's website www.cmor.org or contact Jane Sheppard, Director of Respondent Cooperation at jsheppard@cmor.org, or call (631) 928-6206.

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