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What is response rate?
Response rate is an important metric that shows the share of correctly filled out surveys by respondents. Companies actively use surveys to obtain feedback from customers, as well as to gather information necessary for making business decisions. By studying the response rate metric, one can assess the success of the survey and understand how much trust can be placed in the obtained data.
A high level of this metric indicates that respondents are actively engaging with the provided information and are willing to share their opinions on the given questions. If the survey has managed to gather opinions from the majority of customers, it can be relied upon with greater confidence when developing new strategies.
It is important to note that there is no single name for this metric in the English language. It can be referred to as the survey response coefficient, response frequency, or survey quality indicator. However, it is worth remembering that even a high response rate does not guarantee 100% accuracy of the results, as respondents may answer insincerely, misunderstand questions, or provide absurd answers in exchange for bonuses.
How to calculate response rate?
To calculate the response rate of a survey, the total number of surveys sent out should be divided by the number of correct responses. Partially filled out and incorrectly completed surveys are not counted. For example, if there are many nonsensical answers in a survey, it will not be included in the calculation. However, if out of 30 questions, only one was filled out inadequately, then that survey can be counted.
The formula for calculating response rate is as follows:
RR = (Correct responses received / Surveys sent) * 100%
Let’s consider an example: a company sent 1271 surveys to clients and received 438 filled out forms. Of these, 14 forms contained inappropriate answers. Thus, the company's response rate was:
(438 – 14) / 1271 * 100% = 33.36%
This means that about one-third of customers agreed to take the survey and share their opinions on the quality of the company's service.
What affects the response rate level?
For a company to rely on the survey results, a high response rate is necessary. This indicator depends on many factors, including:
- the nature of the audience;
- the timing of the survey;
- the place and format of the survey;
- the duration of the survey;
- the surrounding environment;
- the topic of the survey;
- the logic and formulation of questions.
For example, if elderly people are asked a question over the phone, the response rate may be high, as it is a convenient time and the topic interests the respondents. At the same time, if the same question is posed to working individuals in the middle of a workday, the response level may decrease due to a lack of time.
Methods of survey distribution
Different methods of survey distribution have their average response rate indicators:
- NPS survey: “Would you recommend…?” — 95%;
- Surveys via mobile network (SMS and calls) — from 3 to 5%;
- Surveys in applications — 13%;
- Surveys by mail — 13%;
- Email surveys — from 25 to 33%;
- Offline surveys — 22%;
- Surveys at points of sale — 33%.
To set benchmarks for their survey campaign, companies can refer to organizations that regularly conduct surveys and collect statistics.
How to increase response rate?
To increase response rate, several important aspects should be considered:
- Formulate the survey topic from the respondent's perspective. This will help create a sense that the survey is necessary for them.
- Indicate the approximate time required to complete the survey, so respondents understand how much time they will need.
- Maintain a logical order of questions to make the survey easy to perceive.
- Clearly formulate questions, avoiding complex terms and expressions.
- Offer respondents incentives, such as bonuses or discounts, for participating in the survey.
By following these recommendations, companies can achieve a higher response level and obtain more accurate data for analysis.