THE IMPACT OF CONTACT TYPE ON WEB SURVEY RESPONSE RATES.

Web surveys are becoming increasingly popular, as reflected in the growing research on web survey methodology (e.g., Couper 2000; Couper, Traugott, and Lamias 2001; Crawford, Couper, and Lamias 2001; Dillman and Bowker 2001; Dillman et al. 1998; Tourangeau, Couper, and Steiger 2001). Despite this spate of recent research, it is still not entirely clear if the techniques used to increase response rates in paper and telephone surveys will directly translate to web surveys. Yet understanding which techniques increase response rates in web surveys is increasingly important. Researchers are faced with decreasing response rates in surveys (Smith 1995; Steeh 1981), as well as increased competition with marketers and spammers on the Internet, for the cooperation of respondents (one recent study predicts that by 2006 e-mail users will receive over 1,400 spam messages per year [Tynan 2002]). Without such knowledge, web surveys may become less useful as a tool for survey research. Previous research on web surveys has focused on such areas as coverage and sampling error, effects of multiple follow-ups, controlling survey access, and survey appearance. Very little research has been conducted on how the process by which members of the sample are contacted affects the probability of response. In our review of the literature, we did not discover any studies examining aspects of the e-mail contact, with the exception of a study by Cook, Heath, and Thompson (2000). The meta-analysis of 68 web surveys by those researchers indicates that personalized contacts have a positive impact on response rates... [ABSTRACT FROM AUTHOR]