Data Collection Methods Used to Maximize Response Rates on NCES Postsecondary Surveys

Abstract

We discuss methods that can improve response rates in large-scale cross-sectional and longitudinal studies. Regardless of the specific study topic, sample member population, or method of contact, data collections should be designed with certain core principles in mind: legitimizing the study to prospective participants; presenting study information in various formats; and minimizing the effort required by respondents. We outline strategies for using specific contacting methods including mail, e-mail, text, and phone, as well as various tracing methods that can be used to effectively gather contacting information, which increases the chances of reaching sample members. We also discuss the use of monetary incentives to reduce nonresponse and bias. This discussion ultimately serves to give the researcher strategies and ideas regarding how best to craft contacting materials, utilize tracing resources, and design incentive offers to increase sample member participation.As institutional researchers well know, one challenge inherent in conducting a sample survey is low participation rates. Therefore, employing tested methods to improve response rates is essential. In this chapter, we discuss three categories of methods used to improve response rates: contacting; tracing and locating; and incentives. These methods allow researchers to more effectively locate and contact sample members and, further, encourage sample members to participate. Importantly, regardless of the specific study topic, sample member population, or method of contact, data collections should be designed with certain core principles in mind: legitimizing the study to prospective participants; presenting study information in various formats so sample members understand the need for and benefits of participation; and minimizing the effort required from respondents. Similarly, researchers should use the information obtained during a data collection NEW DIRECTIONS FOR INSTITUTIONAL RESEARCH, no. 181