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Respondent Engagement in Multi-Modal Household Surveys

In December 2012 the ABS introduced a self-complete mode to one of its household surveys, the Monthly Population Survey (MPS) through an online version of the survey. As the web form mode offers increased efficiency of data collection it is now aimed to be made the primary mode of data collection in the MPS. To enable this, Data Collection Methodology (DCM) adapted a variety of techniques and developed a staged correspondence model in order to engage effectively with MPS respondents through written correspondence. This approach has been effective in increasing the proportion of respondents in choosing to opt for web form over interview modes.

The staged correspondence model that has been introduced involves:

1. Pre-approach: provides an engaging advance warning of the online survey request, informing respondents of the value of the survey.

2. The approach: provides a clear request and easy-to-follow instructions to fulfil this request in order to elicit a positive response from respondents.

3. A reminder: provides another opportunity to convert households to the web form by acting as a prompt of the previous request to elicit a positive response.

Within each piece of correspondence, the following techniques were used:

1. Improving the visual design of the correspondence packaging mailed to respondents to make the purpose of the mailing clearer from the outside in order to encourage higher opening rates.

2. Implementing visual design principles within the package, including a timeline and better targeted graphics to improve the clarity of communications to ensure that key messages are clearly explained and can be followed by respondents with ease.

3. Personalising the communication by seeking the respondent’s individual contribution to the survey, by using personal language to ensure that the respondent feels like they are dealing with a human rather than a machine and by framing the broader context in terms that the respondent can personally relate to.

4. Utilising Cialdini’s (1983) principles of influence to encourage overall participation and specifically to respond online. For example, social norms have been used by presenting participation in the survey as the norm.

5. Presenting communications in plain language so that the message presented is easily understood by respondents even if they only have time to skim read the correspondence. Although this is a guiding principle of good communication, it is particularly important when the primary method of a request is written.

These introductions saw households registering their contact details so that they would be eligible to complete the survey online increase from 23.74% to 30.73%. This shows that the new approach has caused registrations to increase by almost 30%.

References
Cialdini, R. B. (1983). Influence: the psychology of persuasion, The Business Library, Melbourne.

Further Information
For more information, please contact Alana Cook (02 6252 7071, alana.cook@abs.gov.au).

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