Response rate in surveys

A survey response rate is viewed as an important factor in deciding upon a survey’s quality – the higher the response rate, the higher deemed quality of the survey. To calculate the response rate, the number of responses is divided by the total number of people asked and then multiplied by 100. Response rates in surveys vary from company to company, but also between the types of survey.

There are many different ways to survey people and each method has different average and range of response rates.

For example, phone surveys have the highest range of response rates (9–73%) because they can be unsolicited (9%), however the respondent could also know the company and be willing to participate (73%). Web intercept surveys have a high response rate because they are typically about a product or company the respondent has an opinion of. Mobile surveys have one of the lowest, at around 4% response rate.

Companies will use different techniques to improve their response rates. Customising the survey is a common method because the respondent would often like to know who the survey is from. Furthermore, keeping the survey short and easy to complete will also create a higher response rate as the participants are more likely to have the time and knowledge to be able to complete it.

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