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128 CHAPTER 5 Surveys

exploratory factor analysis of 193 users. “Items showing factor loading higher than
0.6 and cross-loadings lower than 0.4 were retained, and others were dropped” (Nov
et al., 2008, p. 1098).

5.11 RESPONSE RATE
A good sampling method and a well-written survey tool are important. However,
those steps alone do not guarantee a sufficient number of responses to a survey. One
of the main challenges of survey research is how to ensure a sufficient response
rate. Other research methods tend to have fewer users taking part and higher incen-
tives for taking part, than in survey research. For instance, if 70 people take part in
an experimental research study, they may each be paid $100 for their participation.
Obviously, this is not feasible when thousands of individuals are responding to a
survey. Perhaps to increase the response rate, the names of respondents could be
entered into a drawing to win a prize. Also, surveys are generally self-administered,
regardless of whether they are paper, e-mail or web-based. Individuals often need to
remember where the survey is located (the URL for a web-based survey, or where
they have put the paper survey) and complete it in a timely manner, with the caveat
being that they may not receive any major incentive for doing so. So it is important
to motivate people to respond to surveys.
There are a number of tried and tested ways to increase the response rate to a
survey. For all types of survey (paper, e-mail, and web-based), there should be some
type of introductory letter, letting individuals know that they have been selected for
inclusion in a survey study. The letter should tell people: who is sponsoring the re-
search study, why it is important, what the expected timeframe is, and hopefully
establish some authority or credibility. This is not the same thing as an informed con-
sent form, this is all about establishing the importance and credibility of the survey
study, to motivate people to respond. For instance, if an individual who is a trusted
authority within the community of individuals helps to introduce the survey, this may
help increase the response rate. Or if the survey comes from a well-respected govern-
ment source, this should be clearly identified to help establish authority.
Aside from establishing the credibility of a survey, another method for increasing
the response rate is to increase the ease in returning a survey. For instance, a paper sur-
vey should be accompanied by a self-addressed return envelope with postage included.
A multistep contact process tends to increase the response rate. Researchers
should make multiple contacts with respondents. For instance, Dillman (2000) sug-
gests the following process for paper surveys:
1. Send a precontact letter (usually with information from a trusted authority, as
stated earlier), before the actual mailing.
2. Send a postal mailing, which includes the actual survey.
3. Send a thank you postcard (which thanks people for their time and serves as a
reminder).