1 using focus groups to improve response in monthly surveys author: lisa houlihan u.s. census bureau...
TRANSCRIPT
1
Using Focus Groups to Improve Response in Monthly Surveys
Author: Lisa Houlihan
U.S. Census Bureau
Presenter: Anne Russell
U.S. Census Bureau
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Overview
• Why focus groups?
• Focus Groups
• Recommendations
• Changes Implemented
• Results
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Why Focus Groups?
• Introduction of new samples for three monthly surveys, retail and wholesale
• 14,000 new respondents
• Voluntary surveys
• Improve/maintain response rates– Retail – 79%, Wholesale – 70%
• Old process – internal focus, expensive
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Goal of Focus Groups
• Improve Survey Materials (cover letters, questionnaires, web site)
• Improve Telephone Follow-up Process• Focus on Wholesale Trade
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Selection of Contractor
• Five bids submitted
• Prices ranged from $35,000 to $95,000
• Selected a small firm– Excellent experience– Excellent references– Lowest bid
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Focus Group Composition
• Company eligible to receive the survey
• Participant responsible for responding to government surveys
• Participant has sufficient experience
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Focus Group Logistics
• Three geographic areas
• Variety of business size and industry
• Provided a light meal
• Monetary incentive
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Focus Group Topics
• Opinion of survey materials
• Suggestions for improving telephone follow-up
• Strategies for improving survey participation
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Recommendations & Changes Implemented
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Cover Letter
• Official
• Important
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Recommendations – Cover Letter
• Use formal business letter format• Use high quality paper• Use signature pen• Use at least one color• Keep letter short• Downplay voluntary • Send letter from high ranking official• Personalize the company name and contact
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Changes Implemented – Cover Letter
• Use formal business letter format• Use high quality paper• X Use signature pen• Use at least one color• Keep letter short• Downplay voluntary • Send letter from high ranking official• X Personalize the company name and contact
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Recommendations - Questionnaire
• Make form less cluttered
• Use 8 ½ X 11 size
• Include instructions with questions
• Make due date easier to find
• Provide web site address
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Changes Implemented - Questionnaire
• Make form less cluttered
• Use 8 ½ X 11 size
• Include instructions with questions
• Make due date easier to find
• Provide web site address
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Recommendations – Mailing Package
• Place cover letter on top
• Use specific contact name
• Time the arrival of the package for the end of the week
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Changes Implemented – Mailing Package
• Place cover letter on top
• Use specific contact name
• X Time the arrival of the package for the end of the week
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Recommendations – Improving Telephone Follow-up
• Use government report• Call from the Department of Commerce• Schedule calls for mid-morning, mid-
week• Use appreciative tones• Conduct interviewer training• Provide interviewer feedback
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Changes Implemented – Improving Telephone Follow-up
• Use government report• Call from the Department of Commerce• X Schedule calls for mid-morning, mid-week• Use appreciative tones• Conduct interviewer training• X Provide interviewer feedback
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Recommendations – Increase Likelihood of Reporting
• Increase perceived importance
• Appeal to patriotism
• Provide an incentive
• Provide electronic reporting
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Changes Implemented – Increase Likelihood of Reporting
• X Increase perceived importance
• X Appeal to patriotism
• X Provide an incentive
• X Provide electronic reporting
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Results
• Response rates
• Other benefits
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Response Rates - Wholesale
BSR-2K BSR-06
$ Volume
Response Rate 70.4 72.8
Refusal Rate 10.3 7.4
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Response Rates - Retail
BSR-2K BSR-06
$ Volume
Response Rate 79.3 75.7
Refusal Rate 6.3 4.9
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Other Benefits
• Refusal Avoidance Training well received
• Eliminated refusal confirmation process
• Time/$ saved on developing cover letters and other mailing materials
• Contractor’s expertise and body of knowledge
