In this blog post I want to address the importance of response rates.
Many clients put their priority on trying to obtain as a large a sample as possible. But it’s equally important to consider response rate. Consider this. Obtaining a sample of 500 respondents from a total universe of 1,000 is vastly superior to obtaining a sample of 500 respondents from a total universe of 10,000.
Why is this? In the first case, you have a 50% response rate while in the second case you have a 5% response rate. With a 50% response rate you can be much more confident that your sample is representative of the total universe. However with a 5% response rate there is a much greater likelihood that these respondents are atypical and therefore will not yield accurate results. I always recommend going the extra mile to get the best response rate possible.
Stay tuned. In a future blog post we'll talk about how to obtain better response rates.