Increasing response rates using an inducement question in mail surveys

Abstract

The authors report on a technique that has been used successfully to increase response rates. The technique is to include in the questionnaire an initial question, called an inducement question, whose intent is to arouse the respondents’ thoughts and feelings.

This paper explores the problems associated with using an inducement question and reports two studies in which the technique substantially increased the response rate. The initial idea for an inducement question occurred in response to a marketing researcher from Green Mountain Power of Vermont asking one of the authors if there were ways that the nonresponse to a survey of stockholders could be reduced.

The response rate in previous surveys of stockholders had generally been quite low. It appeared that the stockholders were indifferent and apathetic about past surveys. It was suggested to the researcher that if the initial question of the survey was: “Management at Green Mountain has recently decided to abandon the payment of dividends. Do you favor this policy?,” the response rate would increase substantially.