Survey Sponsor

Effects of Survey Sponsorship on Survey Accuracy

Several theories explain why survey sponsorship may affect response patterns, including the response rate, data quality, and responses. Government-sponsored research may produce higher response rates, because people think their responses are required by law and think that the government can compel a response to the survey, such as in population censuses. (In general, survey participation tends to be voluntary, but in some instances, survey participation is required by federal law in the United States and elsewhere.) These perceptions could impact responses and data quality. Perceptions that responses are required may lead to less-motivated respondents completing the survey, which may impact data quality, leading to more skipped questions or less-thoughtful responses. In addition, respondents may respond to these surveys differently when the government sponsor is identified or made salient because they fear that their responses may affect their access to government services. Alternatively, other people may be more likely to respond to government-sponsored surveys and provide more complete responses because they believe these survey findings are more likely to have a direct effect on them through policy changes.

Government and university-sponsored surveys may produce higher response rates merely because these institutions have higher prestige, are a moral authority, or are more “official” than other types of sponsors, such as private-sector firms. People may also be more willing to participate in government or university-sponsored surveys because they recognize that these types of surveys are not disguised sales calls. Furthermore, university-sponsored surveys may produce higher response rates, as well as more complete and thoughtful responses, because people believe they are contributing to the advancement of science and knowledge.

Private-sector companies and politicians, for example, share concerns about response bias and response quality, but they also have concerns around disclosing their sponsorship of a survey. These types of sponsors may be reluctant to disclose themselves as a sponsor to a sampled respondent—at least prior to the survey being completed—fearing that this information may bias survey responses, with respondents conveying their opinions about the sponsor rather than the survey questions. In addition, private-sector companies and politicians may be reluctant to identify their sponsorship out of fear that their competitors may learn about their proprietary market research.

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