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Prenotification in web-based access panel surveys: the influence of mobile text messaging versus e-mail on response rates and sample composition

[journal article]

Bosnjak, Michael; Neubarth, Wolfgang; Couper, Mick P.; Bandilla, Wolfgang; Kaczmirek, Lars

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Abstract To compare the effectiveness of different prenotification and invitation procedures in a webbased three-wave access panel survey over 3 consecutive months, we experimentally varied the contact mode in a fully crossed two-factorial design with (a) three different prenotification conditions (mobile short messaging service [SMS], e-mail, no prenotice) and (b) two “invitation and reminder" conditions (SMS, e-mail). A group with nearly complete mobile phone coverage was randomly assigned to one of these six experimental conditions. As expected, SMS prenotifications outperformed e-mail prenotifications in terms of response rates across all three waves. Furthermore, e-mail invitation response rates outperformed those for SMS invitations. The combination of SMS prenotification and e-mail invitation performed best. The different experimental treatments did not have an effect on the sample composition of respondents between groups. (author's abstract)
Keywords survey research; online survey; panel; data capture; sample; response behavior; e-mail
Classification Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods
Method empirical; basic research; development of methods
Free Keywords Prenotification; SMS
Document language English
Publication Year 2008
Page/Pages p. 213-223
Journal Social Science Computer Review, 26 (2008) 2
DOI http://dx.doi.org/10.1177/0894439307305895
ISSN 0894-4393
Status Published Version; peer reviewed
Licence Deposit Licence - No Redistribution, No Modifications
This publication is with permission of the rights owner freely accessible due to an Alliance licence and a national licence (funded by the DFG, German Research Foundation) respectively.