Research Tips

Respondent Cooperation

Respondent cooperation was getting a lot of attention in marketing research circles in 2007 because response rates had dropped in recent years. It may not be a coincidence that the drop occurred about the same time that Web surveys became easier and less expensive (through the availability of survey packages). The number of surveys being conducted has grown as a result, and many of the surveys, even coming out under the names of well-known organizations, appear not to have been particularly well thought out. This shows a lack of respect for respondents, so it’s not surprising that they are less willing to cooperate. Doing fewer, but more carefully planned and constructed Web surveys and other types of research may help improve respondent cooperation.