Welcome back. So now that you know how to define your market segment, and how to best reach them with the most appropriate survey method, let's put together the best survey possible that makes your respondents want to answer and return it. How many of you have started to fill out a survey, then get sidetracked and forget to finish it? You may really want to voice your opinion, but think what difference does it really make? I am the worst case scenario as a respondent, so all I have to do is imagine myself when I'm designing a survey. A survey has to engage me right from the beginning, make me feel like I'm obligated to fill it out and send it back. It has to be easy to return, and I practically need someone to knock at my door and ask for the survey back. A self-addressed envelope or reminder email doesn't do the trick every time. Simply put, you want as many people as possible to respond to your survey, and that is the goal of this lesson. I have broken this lesson into three parts, because there's a lot to consider when increasing your response rate. After these lessons, you will be able to determine survey duration and identify methods that will be used to maximize your survey response rate. We have a lot to cover, so let's get started. So what truly motivates people to complete a survey? Basically, it boils down to our psychological makeup. We want to do things we feel rewarded by, either mentally, physically, or financially. This is called the reason-action approach, which relies on the theory of social exchange. People want to feel like the rewards they will receive for doing something will outweigh the cost. To create winning proposition, it is important to consider time and money. Surveys should be as short as possible, and if possible, people should receive some sort of incentive for answering the survey. This can be as small as getting a few reward points. When providing an incentive, the respondent feels more obligated to respond. On the other hand, with public health type research, there's heuristic factors like reciprocity, helping, compliance, and selectivity that increase the response rate. In other words, these types of surveys often rely on intrinsic motivation for people to complete surveys. Reciprocity is the behavioral norm that says people should treat others as they have been treated. This is the approach used when a dollar bill is included in a survey. If a benefit has been provided to the participant, some sort of reciprocal benefit should be in turn provided. The helping approach uses a strategy of specifically requesting help, for example, in a cover letter as a way to compel participation. The compliance approach, focuses on increasing participation by using an authoritative organization, like the government, as a sponsor, rather than an anonymous source. Finally, using selectivity, or emphasizing the participant as being part of an exclusive group, has also been used to increase participation. The point of conducting a survey is to get responses from the right market segment. You've already learned how to delineate your market segment, now you want to hear from them. But what if you've designed and launched a survey and nobody responded? That would fail to answer your business question. Surveys can have a wide range of response rates. Your goal is to maximize the number of people within your market segment who will actually respond for the answers to your questions. High survey response rates help to ensure that survey results are representative of the target population. While you can use formulas to determine the number of responses you must have before you can put faith in the results, you want the largest number of people possible to respond. Obtain the response rate by dividing the number of people who submitted a completed survey, 80% or more of the questions answered, by the number of people you attempted to contact. If you asked 185 participants to complete the survey and 107 responded, the response rate is 107 divided by 185, or 58%. Also, you must consider changes over the years and what type of people answer surveys in general. Pew Research keeps track of this kind of thing every year. For instance, differences between responding and non-responding households emerge. Such as for instance, differences between responding and non-responding household emerge, such as for interest in reading, 78% versus 73%. And exercise and health, 66% versus 60%. A slightly higher share of responding households also reported pet ownership. Okay, we are going to stop here and pick this up in the next lesson.