{"id":62331,"date":"2018-08-27T05:52:53","date_gmt":"2018-08-27T12:52:53","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=62331"},"modified":"2023-11-27T06:54:13","modified_gmt":"2023-11-27T06:54:13","slug":"good-survey-response-rate","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/good-survey-response-rate\/","title":{"rendered":"Survey response rate: What it is &#038; how to make it better"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The rate of results of a study conducted to understand from potential respondents how useful an online tool is, what existing features do they like and what features they would like to see added to the tool is what we call a survey response rate. <\/span><\/p>\n<h2><b><a id=\"Survey_Response_Rate_Definition\" class=\"blankurl\"><\/a>What is a survey response rate?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A survey response is defined as a respondent receiving and completing a <\/span><a href=\"https:\/\/www.questionpro.com\/article\/survey-research.html\"><span style=\"font-weight: 400;\">survey<\/span><\/a><span style=\"font-weight: 400;\">. An incomplete survey or <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/what-is-survey-dropout-analysis\/\"><span style=\"font-weight: 400;\">survey dropout<\/span><\/a><span style=\"font-weight: 400;\"> does not count towards the survey response. <\/span>A survey response rate is defined as the percentage of the total number of completed survey responses out of the respective total number of survey respondents<\/p>\n<p><span style=\"font-weight: 400;\">The <a href=\"https:\/\/www.questionpro.com\/blog\/surveys\/\">survey<\/a> can also track if the respondents would pay for additional features and the upper spend limits for the tool. The number of responses received for this online survey is called the survey responses and this is used to calculate the survey response rate.<\/span><\/p>\n<h3><b><a id=\"Calculating_Survey_Response_Rate\" class=\"blankurl\"><\/a>Calculating your survey response rate<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Therefore, a survey response rate is calculated as the number of people that took and completed a survey divided by the <\/span><span style=\"font-weight: 400;\">sample<\/span><span style=\"font-weight: 400;\"> that the survey was sent out to. This number can also be depicted in a percentage format which is calculated by dividing the number of survey responses by the total survey sample and multiplying that by 100.<\/span><\/p>\n<p style=\"text-align: center;\"><em><strong>LEARN ABOUT:<\/strong><\/em> <a href=\"https:\/\/www.questionpro.com\/blog\/survey-sample-sizes-how-many-respondents-do-you-really-need\/\">Survey Sample Sizes<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-62449\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/08\/Survey-Response-Rate-1.jpg\" alt=\"Survey Response Rate\" width=\"849\" height=\"182\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For example, an apparel brand sent out surveys to 2864 potential respondents. Out of this, 482 completed the survey. Here, the survey response rate by using the above formula is 16.82%. The steps in calculating this are:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">482\/2864 = 0.1682<\/span><\/li>\n<li><span style=\"font-weight: 400;\">0.1682*100 = 16.82<\/span><\/li>\n<\/ul>\n<h3><b><a id=\"Importance_of_Survey_Response_Rate\" class=\"blankurl\"><\/a>Importance of\u00a0 a good survey response rate<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The survey response rate lends credibility to the research and the subsequent results. A low response rate may undermine the statistical ability of the collected data and in turn, dilute the reliability of the results. This results in the study not being indicative of the complete or a larger population. Two major factors that dictate the importance of online survey response rates are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Research objective: <\/b><span style=\"font-weight: 400;\">The end result of the <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/what-is-market-research\/\"><span style=\"font-weight: 400;\">research<\/span><\/a><span style=\"font-weight: 400;\"> via the survey dictates what is an acceptable survey response rate. If the purpose of the study is to project results to a larger population like with product feedback, awareness or usage trends, etc. a higher survey response rate is important to adjudge the effectiveness of conducting the survey. If the research study is exploratory in nature; like with studies that seek insights about general attitudes, the representation isn\u2019t as important and hence lower <a href=\"https:\/\/www.questionpro.com\/blog\/survey-modes-and-response-rates\/\">response rates<\/a> do not impact the research outcome. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Data analysis: <\/b><span style=\"font-weight: 400;\">If the survey collects a lower response rate, the data that is collected and analyzed cannot be considered as representative of the general population. Generally, minimum samples are required to determine significance and lesser responses hamper the ability to conduct significance testing or even <a href=\"https:\/\/www.questionpro.com\/blog\/statistical-analysis-plans\/\">statistical analysis plan<\/a>.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/survey-templates\/\">Free survey templates to increase responses<\/a><\/p>\n<h3><b><a id=\"Factors_Influence_Survey_Response_Rate\" class=\"blankurl\"><\/a>Factors that influence survey response rates<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Multiple factors like the target audience, the survey objective, incentives offered, level of personalization, etc. influence the response rate in a <\/span><a href=\"https:\/\/www.questionpro.com\/article\/market-research-surveys-guide.html\"><span style=\"font-weight: 400;\">market research survey<\/span><\/a><span style=\"font-weight: 400;\">. The factors that can improve your survey response rates are:<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li><b><b>Survey design: <\/b><\/b>Before the survey is conducted, the end objective of the <a href=\"https:\/\/www.questionpro.com\/tour\/surveys.html\">survey<\/a> has to be clearly chalked out and hence the <a href=\"https:\/\/www.questionpro.com\/features\/survey-design\/\">survey design<\/a> is very important. This helps plan each milestone of the survey and there is no ambiguity on the <a href=\"https:\/\/www.questionpro.com\/blog\/quantitative-data\/\">data analysis<\/a>. Some of the basic metrics to keep in mind are:\n<ul class=\"notype\">\n<li><b>Survey questions:<\/b><span style=\"font-weight: 400;\"> <a href=\"https:\/\/www.questionpro.com\/article\/survey-question-answer-type.html\">Survey questions<\/a> have to be easy to understand even easier to respond. This can help in collecting multiple and genuine responses.<\/span><\/li>\n<li><b>Survey length: <\/b><span style=\"font-weight: 400;\">The survey length has a major impact on the survey response. If the survey is too long, the respondent loses interest. If they were to even complete the survey, there is a risk of uninterested responses which dilutes the validity of the survey responses and analysis.<\/span><\/li>\n<li><b>Survey logic: <\/b>Survey<span style=\"font-weight: 400;\">\u00a0logic is an important aspect of the survey process. If the logic is erratic or the questions are disjointed, there is a high risk of a survey dropout.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Respondent demographics: <span style=\"font-weight: 400;\">The range of potential respondents for a survey is derived from a <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/types-of-sampling-for-social-research\/\"><span style=\"font-weight: 400;\">sampling method<\/span><\/a><span style=\"font-weight: 400;\">. A sample provides the best potential respondents for a survey on the basis of the <\/span><a href=\"https:\/\/www.questionpro.com\/survey-templates\/demographic-survey-questions-template\/\"><span style=\"font-weight: 400;\">respondent demographics<\/span><\/a><span style=\"font-weight: 400;\">. This may be a mix of customers or respondents that are aware of the organization conducting the survey. The survey can also be sent out to an opt-in sample for a certain topic. Surveys that are sent out to <a href=\"https:\/\/www.questionpro.com\/survey-templates\/b2b-surveys\/\">B2B respondents and surveys<\/a> sent out to B2C respondents also have different response rates. Lastly, some demographics of people generally have a higher response rate to surveys than some other demographics. All of these factors influence the survey response rate.<\/span><\/b><\/li>\n<li><b>Study invitation: <span style=\"font-weight: 400;\">Respondents like to receive personalized invitations to a survey, even if they have opted in to be a part of that survey. A good survey invite should not only motivate participation but also set the expectations requirement (like time required, any further information to be provided, etc.) of the survey and the value that the respondent would receive at the end of the survey. Managing expectations helps reduce the <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/what-is-survey-dropout-analysis\/\"><span style=\"font-weight: 400;\">survey dropout<\/span><\/a><span style=\"font-weight: 400;\"> rate and increase the value of the <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/data-collection\/\"><span style=\"font-weight: 400;\">data collection<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/b><\/li>\n<li><b>Survey topic: <span style=\"font-weight: 400;\">Not all topics appeal to all potential respondents &#8211; some topics may be of more or lesser interest depending on each individual respondent. Participation may also be low if the research topic is potentially \u201csensitive\u201d. In this case, it is important to reassure respondents about how the data would be collected and used.<\/span><\/b><\/li>\n<li><b>Incentives:\u00a0<\/b>Most surveys are taken only if the respondent finds some value in it for them. This value could be in the form of a tangible item like vouchers, coupons or the chance to own an object. The other incentive that piques the curiosity of a potential respondent is the chance to have access to the research report at the end of the study or some snippets of relevant information in return for completing the survey.<\/li>\n<li><strong>Reminder emails<\/strong>: Often sending reminder emails to answer the survey too improves the response rate.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?sourceRef=blog\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Create your free account now<\/strong><\/a><\/p>\n<h3><b><a id=\"Average_Survey_Response_Rates\" class=\"blankurl\"><\/a>Average survey response rates: Good survey response rates &amp; benchmarks<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">As seen above, there are multiple factors that affect or dictate the survey response rate. As the attention span of the consumers is reducing, average survey responses have plummeted to below 10% response rates. And any future long-form surveys are going to drop this number down even more. But is it all gloom and doom? Let\u2019s find out the average survey response rates and industry benchmarks.<\/span><\/p>\n<h4><b>Average response rates for various survey distribution methods<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Getting a desired number of responses requires the right <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/types-of-sampling-for-social-research\/\"><span style=\"font-weight: 400;\">sampling<\/span><\/a><span style=\"font-weight: 400;\"> techniques and getting to the right number of people that will be a part of the survey. But if these respondents aren\u2019t reached out to appropriately, the desired number of responses could never be collected. Even distributing this survey is important. Some typical survey response rates via distribution methods are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">Phone surveys<span style=\"font-weight: 400;\"> have the highest deviation amongst the survey types &#8211; from 9% to 73%. Unsolicited surveys receive the least number of completed surveys. The survey completion rate is 73% when the respondent is aware of the organization, brand or researcher conducting the survey.<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/features\/net-promoter-score.html\"><span style=\"font-weight: 400;\">Net Promoter Score (NPS)<\/span><\/a><span style=\"font-weight: 400;\"> questions have a response rate of 95% because the respondent finds it easy to associate with the brand and a negative or positive experience dictates the score.<\/span><\/li>\n<li style=\"font-weight: 400;\">Web-intercept surveys<span style=\"font-weight: 400;\">, at 83% have the next highest survey response rate at 83%. These surveys have a high response rate because a non-invasive survey pops up when a potential respondent is interacting with the brand or just has, there is high brand recall and the chance to respond increases.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Due to the penetration of mobile phones, <\/span><a href=\"https:\/\/www.questionpro.com\/mobile\/\"><span style=\"font-weight: 400;\">mobile surveys<\/span><\/a><span style=\"font-weight: 400;\"> are now being extensively shared via mobile. Apps have a huge part to play in the mobile game and any i<\/span>n-app surveys<span style=\"font-weight: 400;\"> fetch on an average a 13% response. By contrast, <\/span>mobile surveys<span style=\"font-weight: 400;\"> have a 3%-5% survey response rate. So even though the in-app survey responses don\u2019t seem as huge, they are exponentially higher than mobile surveys.<\/span><\/li>\n<li style=\"font-weight: 400;\">Mail surveys,<span style=\"font-weight: 400;\"> although reducing in use now due to logistics, still have a 13% response rate.<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/blog\/email-surveys\/\">Email surveys<\/a> <span style=\"font-weight: 400;\">fluctuate between 25% to 33% depending on the brand value in the mind of the respondent, the length of questions and the information that is expected to be provided.<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/mobile\/offline.html\"><span style=\"font-weight: 400;\">Offline surveys<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/field-research\/\"><span style=\"font-weight: 400;\">field surveys<\/span><\/a><span style=\"font-weight: 400;\"> have a response rate of about 22% although the domain in which the survey is conducted causes fluctuation in the number of completed responses.<\/span><\/li>\n<li style=\"font-weight: 400;\">In-person surveys<span style=\"font-weight: 400;\"> can fetch anywhere between 21% to 54% completed responses.<\/span><\/li>\n<li style=\"font-weight: 400;\">Surveys that are conducted at the point-of-sale, especially <a href=\"https:\/\/www.questionpro.com\/blog\/mall-intercept-field-surveys-using-the-ipadiphone\/\">mall intercept surveys<\/a> fetch a survey completion rate of 33%.<\/li>\n<\/ul>\n<h4><b><a id=\"Survey_Response_Rate_Benchmarks\" class=\"blankurl\"><\/a>Benchmarks for a good rate of survey responses<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The survey response rate varies widely from each domain and industry. Some average response rates across different domains and industries. <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">The response rate for B2B surveys ranges from 23% to 32%. The response rate depends on the type of survey. Research shows that surveys that measure relationship health have a very high survey response rate whereas the surveys that ask feedback on product or service upgrades typically don\u2019t do as well.<\/li>\n<li style=\"font-weight: 400;\">As for B2C surveys, the response rate range is much lower at 13% to 16%. The higher end of the spectrum here is from transactional surveys. The difference between B2B surveys and B2C surveys though is the number of potential respondents to a survey &#8211; B2C surveys have an exponentially higher number of responses.<\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-survey-template\/\">Customer satisfaction surveys<\/a> typically fetch 33% survey response rates. This number fluctuates on the <a href=\"https:\/\/www.questionpro.com\/blog\/perceived-value\/\">perceived value<\/a> in the mind of the respondent though. Customer feedback surveys also have response rates in the same range.<\/li>\n<li style=\"font-weight: 400;\">For in-app surveys too, the average response rate for entertainment is the highest at 19% and food &amp; drink is at 11%. Other industries like shopping fetch a 16% response rate, lifestyle at 14% and productivity at 12%.<\/li>\n<li style=\"font-weight: 400;\">Annual benchmarking surveys have the least response rate at 0.5% to 1% in general.<\/li>\n<li style=\"font-weight: 400;\">Internal surveys have between a 30%-40% completion rate whereas external surveys have between a 10%-13% completion rate. The different motivation levels for each of these respondents have a large part to play with such a huge swing in the average response rate.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The bottom line is the survey response rate increases when the <\/span><a href=\"https:\/\/www.questionpro.com\/features\/survey-design\/\"><span style=\"font-weight: 400;\">survey design is good<\/span><\/a><span style=\"font-weight: 400;\"> and the respondent has a very high brand recall. On average though, taking into consideration a lot of the above factors and taking an average of them, the average survey response rate is 33%.<\/span><\/p>\n<p style=\"text-align: center;\">LEARN ABOUT: <a href=\"https:\/\/www.questionpro.com\/blog\/is-there-a-best-time-to-send-out-surveys-to-get-the-highest-responses\/\">best time to send out surveys<\/a><\/p>\n<h3><b><\/b><b><a id=\"Advantages_Good_Survey_Response_Rate\" class=\"blankurl\"><\/a>Advantages of improving the responses rate for your surveys<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The advantages of a good survey response rate are:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">They help towards conducting in-depth statistical analysis and provide <\/span><b>comprehensive market research insights<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">They <\/span><b>provide actionable insights<\/b><span style=\"font-weight: 400;\"> to an organization or a brand.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">It can help make a quick <\/span><b>product or service upgrade<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<h3 class=\"text-center\" style=\"text-align: left;\"><strong>Here are the top 5 ways to get higher survey completion rates:<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-90574\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/08\/Survey-Completion-Rates_info_900-1-1.png\" alt=\"higher-survey-response-rate\" width=\"900\" height=\"3000\" \/><\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?sourceRef=blog\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Create your free account now<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The rate of results of a study conducted to understand from potential respondents how useful an online tool is, what [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":62339,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[187],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Survey response rate | Good survey response rate | QuestionPro<\/title>\n<meta name=\"description\" content=\"Learn the concept of good survey response rate and it&#039;s importance. 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