Why, When and Where
Online Survey Respondents Leave?
You prepared your survey questions. You checked the question order. You found the best survey software to help you. You started to create a survey. You only found out that your respondents left.
Introduction For market research analysts, nothing can beat the
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disappointment of seeing a high survey dropout rate. They usually end up spending long hours of analyzing the
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loopholes – thinking of solutions on how to make them lower next time. It is not just enough to learn how to make survey questions.
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There are more things required for your survey to really be a success.
There are several reasons why respondents sometimes don’t answer survey questions and leave right there and then.
1. Unexplained Context Certain questions might seem inappropriate in specific contexts yet not in others. For instance, questions on leisure activities might be suitable if you conduct a survey for entertainment precincts but not if part of an employee satisfaction survey. Respondents don’t respond to queries which they deem inappropriate for a certain context.
2. It Needs a Lot of Effort Many respondents are not willing to devote too much effort to offer information unless you give them an incentive for doing so. For example, the research wants to determine which galleries or museums the respondent visited recently. This is one of the two ways to obtain this information. The researcher can request the respondent to list all things they saw at the gallery or museum or the research can offer a list of exhibitions then ask the respondent to check the applicable ones.
3. Purpose Doesn’t Feel Legitimate A respondent could be reticent to divulge details they don’t see as serving any legitimate purpose. Why will an organization host a music festival want to know about occupation or income level? Explaining the need for the data can make the request for information look more legitimate and increase the willingness of the respondent to answer.
4. Too Sensitive Information There might be an unwillingness on the part of respondents to share any sensitive information since it may cause
embarrassment
or
even
threaten their self image. When pressed
for
respondents responses,
an may
answer, provide
particularly
personal interview.
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