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Evaluation Review
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Eliciting Survey Cooperation

Incentives, Self-Interest, and Norms of Cooperation

Martha E. Kropf

University of Missouri-Kansas City

Johnny Blair

Abt Associates, Inc.

Given the weaker ties to community as noted by scholars such as Robert Putnam, survey researchers should not be surprised by a decline in survey participation over the past 10 years. This research analyzes the use of incentives coupled with introductory themes emphasizing cooperation and helpfulness—cooperative norms in American society—to understand their effects on survey response. This article analyzes two separate experiments (one phone and one mail) that provide evidence that norms of cooperation matter in the decision to participate in a survey, suggesting that this is particularly true at the refusal conversion stage. These results indicate that survey researchers may use such themes to their advantage, especially when conducting a nonresponse follow-up in a mail survey.

Key Words: survey response • cooperative norms • incentives • refusal conversion

Evaluation Review, Vol. 29, No. 6, 559-575 (2005)
DOI: 10.1177/0193841X05278770
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T. Kolar and I. Kolar
What Respondents Really Expect From Researchers
Eval Rev, August 1, 2008; 32(4): 363 - 391.
[Abstract] [PDF]