MAIL COMMUNICATIONS AND SURVEY RESPONSE: A TEST OF SOCIAL EXCHANGE VERSUS PRESUASION THEORY FOR IMPROVING RESPONSE RATES AND DATA QUALITY

Abstract

Mail communications remain a prominent aspect of survey research, especially due to the increasing adoption of web-push surveys throughout the world. However, there is a lack of research on the effectiveness of comprehensive communication strategies for increasing response rates. This paper tests the influence of two communication theories—social exchange theory and pre-suasion theory—on response rates in a survey of residents of southern West Virginia. Social exchange theory has long been used as a strategy for encouraging response, but the theory of pre-suasion offers a new approach of tailoring and sequencing written and visual communications. We operationalized pre-suasion and social exchange communications techniques in the cover letter and questionnaire, then conducted a 2-by-2 experimental design to identify differences in response and data quality. The results show significant differences in response based on the communications in the letter, but no differences based on the questionnaire. The versions with social exchange letters received a response rate 5.5 percent higher than pre-suasion letters. Further, communication differences had no statistically significant effect on measures of data quality. These findings suggest future avenues for research on broad communication strategies in mail survey materials.