1 using focus groups to improve response in monthly surveys author: lisa houlihan u.s. census bureau...

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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

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Thanks!

Author: Lisa Houlihan

Lisa.f.houlihan@census.gov

Presenter: Anne Russell

Anne.sigda.russell@census.gov