日本におけるPush to Web方式のABS郵送調査への未回答者に対する先渡し謝礼の効果

抄録

The present paper investigates whether providing prepaid incentives to non-respondents enhances response rates in a push to web mail survey with address-based sampling (ABS). ABS refers to a sampling method that uses address data held by the United States Postal Service as a sampling frame, which is considered to have cost advantages over area sampling and RDD. In Japan, the first push to web ABS survey was conducted in 2023, but it was reported that the response rate was as low as 22 %. Therefore, this paper explores the effect of incentives on increasing response rates in this survey context. For the analysis, non-respondents to the push to web ABS survey were randomly assigned to three groups: no incentive, a pen, and a 300-yen QUO card group, and the effect of incentives on response behavior was analyzed. The results revealed that the QUO card group had the highest response rate. Furthermore, the cost per response was lowest for the QUO card group. Thus, sending QUO cards to non-respondents in push to web ABS surveys is considered an effective method to enhance response rates.