Learning Objective #1: Support the use of incentives to enhance survey response rates

Learning Objective #2: Devise a data collection plan that incorporates incentives for survey responses

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Response rates to mailed surveys have been historically low despite various efforts to maximize returns. A variety of approaches for enhancing survey responses have been reported in the literature. Limited studies were located where there was a comparison of response rates when a variety of incentive techniques were used. Given the additional expensive of using incentives in research studies, their effectiveness must be supported by sound research.

We hypothesized that surveys accompanied by a gift will result in a higher response rate than surveys where a gift is promised for survey return and surveys with no incentive.

This study was conducted as part of a larger study to validate an instrument. The sample included four clinical instructors from American Association of Colleges of Nursing accredited schools of nursing (N = 557) for a total of 2,228. Systematic sampling was used to divide the sample into three groups. Group A received a magnetic address book, Group B participants were informed that they would receive a gift upon return of the completed survey, and Group C participants were not provided with any additional incentive. All participants were informed that a copy of the newly developed instrument and the results would be shared upon completion of the study.

Chi-squared analysis supported the hypothesis (p <.05) with a 30% response rate in group A (n = 219), a 25% response rate in group B (n=189), and a 22% response rate in group C (n = 167).

Although the overall response rate was low (26% (n = 578), this is not surprising given the complexity of the survey requiring significant time commitment. The response rate was enhanced by including a gift with the initial mailing. Researchers should continue to test strategies for increasing response rates as part of other studies.