Advance Contact

Advance contact is any communication to a sampled respondent prior to requesting cooperation and/or presenting the respondent with the actual survey task in order to raise the likelihood (i.e. increase the response propensity) of the potential respondent cooperating with the survey. As explained by Leverage-Saliency Theory, a respondent's decision to participate in research is influenced by several factors, including his or her knowledge of and interest in the survey research topic and/or the survey's sponsor. A researcher can improve the likelihood of a respondent agreeing to participate through efforts to better inform the respondent about the research topic and sponsor through the use of advance contact. Factors in considering the use of advance contacts are (a) the goals of the advance contact and (b) the mode of contact.

The goals of advance contact should be to educate and motivate the respondent to the survey topic and the sponsor in order to improve the likelihood of cooperation with the survey task. The cost and additional effort of advance contact should be balanced against the cost effects of reducing the need for refusal conversion and lessening nonresponse. The first goal of educating respondents is to help them better understand or identify with the topic and/or the sponsor of the research through increasing awareness and positive attitudes toward both. Respondents are more likely to participate when they identify with the research topic or sponsor. Additionally, it is an opportunity to inform the respondent of survey dates, modes of survey participation (e.g. “Watch your U.S. mail for our questionnaire that will be arriving in a first-class [color and size description of mailer] around [anticipated arrival date]”), and contact information to answer questions or concerns (e.g. “Feel free to contact us toll-free at [contact number] or via the Web at [Web site address]”). The second goal is [Page 9]to motivate the respondent to participate in the research. This can be done through persuasive messages and appeals to the respondent, such as “Please participate so that your views are represented and represent your community,” “This research will help direct money to health care programs in your area,” and “This is your chance to make a difference,” and so on. Additionally, advance contact is an opportunity to offer or mention incentives (if offered) that the respondent will receive. Research has shown significant improvements in response rate by combining noncontingent cash incentives with advance contact, though the researcher must balance this with research cost and impact to sample representation.

Once the goals of the advance contact have been established, the mode(s) of contact should be selected. The research may select from one or a combination of direct (mail, phone, and email) and indirect (paid advertising, community partnerships, and promotions or special events) modes of advance contact.

A direct mode of advance contact can be via mail or email. A mailed letter or postcard or email (if such an address is available, e.g. when sampling from a membership list) can be used prior to the actual questionnaire being sent or administered to the respondent. Advance mailing can also be a series of contacts that take the form of promotional brochures or flyers that highlight different aspects of the research and/or sponsor. An example used by Nielsen Media Research is the use of mailed brochures highlighting the measurement of the size of the audience for “great moments in television history” (e.g. the first appearance of the Beatles on The Ed Sullivan Show) prior to a request to participate in a television viewing survey. Although not used often, a “warm-up” telephone contact (including leaving answering machine messages) also can be used for advance contact.

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