The Effects of Framing the Survey Request and Using Targeted Appeals on Participation in Cross-sectional Surveys

Abstract

The presentation of survey requests represents an easily modifiable feature of survey communications that can in some contexts affect response propensities. Here, we examine how two features: the framing of the participation request (informed by prospect theory) and the inclusion of targeted appeals based on demographic background (age or electoral district), affect participation rates in the 2021 Icelandic National Election Study, a mixed-mode cross-sectional survey. We find that these features generally fail to affect response propensities and sample composition. However, framed requests produced marginally higher response rates for a subset of the sample that was invited to complete the survey online. This suggests that modifying the presentation of the survey request may be less effective in cross-sectional surveys than in longitudinal ones, where more information is available to inform the content of targeted messages.