THE NEXT 35 MINUTES
Judith A. OuimetIndiana University BloomingtonMay 23, 2011AIR Toronto
THE NEXT 35 MINUTES The ProblemA Plan of AttackDid it work?Why we embarked on the Responder/Non-responderIncentive StudyWhat we did with the results—closing the loopDid it work?Next steps
THE PROBLEMUrge [fill-in the group] to completethe survey
NSSE 2001-2009 RESPONSE RATES & TREND 01'02'03'04'05'06'07'0824%'09‘10‘11
PLAN OF ATTACK PART ONEIncentives for survey completers Every student receives a fountain drinkat the Union Opportunity to win one of 82 prizes
PLAN OF ATTACK PART TWOMarketing Personalized the correspondence to include incentives Placed posters in Residence Halls Monitors in IMU Newsletters Faculty announcements Sent out response rates by college and schools Placed announcements on IUB Homepage Placed announcements on OnCourse Computer lab monitors Flyers at the gymnasiums
DID IT WORK?
NSSE Response Rates by Year & ReminderCompletes & PartialsAs of low-up2008Overall 2008Reminder 1Reminder 22009Overall 2009Final Reminder2010Overall 2010
BUT DO WE REALLY KNOW?Research Questions:Did the marketing factor into higher response rates?Do incentives matter?What types of incentives are most enticing?What can non-responders tell us that will help us toimprove future response rates?
INCENTIVE SURVEY PROCESSStep One:Created three surveys with focused response options depending on whetherstudents participated in the survey or did not.Step Two:Sent email invitations and one reminder using QualtricsResponder Incentive Survey—April 27th & May 18thNon-responder 1st year & Senior Incentive Survey—May 6th & 18th
SURVEY FOCUSRESPONDER SURVEYNON-RESPONDER SURVEYSurvey RecognitionSurvey RecognitionPromotionsPromotionsSurvey-taking behaviorWhy you do not completesurveysSurvey request behaviorSurvey request behaviorFuture incentive typesFuture incentive types
2010 INCENTIVE SURVEY RESPONSE r200251844422%Non-Responder 1st Year20012251789%Non-Responder Senior19981651437%*Not adjusted for undeliverable emails
DO YOU REMEMBER COMPLETING OR RECEIVING ANEMAIL INVITATION?Senior NonResponder57%43%1st Yr NonResponder51%49%Responder 5%95%NoYes
WAS THERE A MARKETING EFFECT?0%An email invitationOneStartOnCourseOtherFaculty member announced in classFirst-year newsletterMonitors at IMUIU WebsiteFlyers in the Residence HallsSRSC/HPER FlyersInternational newsletterComputer Labs50%100%Seniors1st YearResponders
WHY DID YOU NOT COMPLETE THE NSSE SURVEY0%I was too busyOtherThe topic was not personally important I did not have anything to saySurvey was too longTaking surveys is a waste of my timeThe topic was not interestingDNW a chance to win the locker & towel DNW the free fountain drink couponDNW a chance to win the free CycleFit DNW a chance to win Tudor RmDNW a chance to win the IPOD TouchNobody uses the dataThe questions were confusing20%40%60%80%100%Senior Non-responder1st Year Non-responder
OTHER “WHY NOT” COMMENTSDeleted the emailThought I did complete itForgotToo longI don't want a "chance" to win something, my information is worth somethingtherefore I must be compensated accordingly. Having only a "chance" to winsomething is not enough. I must receive something.The chances of winning an iPod touch or something of value were too lowToo many survey requestsDidn’t know about the surveyOut of the countryGraduated alreadyLooked like SPAM
WHAT CONTRIBUTED TO YOUR WILLINGNESS TO RESPOND?Usually complete surveys when asked51%Help IU44%Chance to win the IPOD Touch35%Wanted my opinion heard26%Chance to win the free lunch for four17%Free fountain drink coupon17%Chance to win the free CycleFit classChance to win locker & towel serviceComplain about IUOther10%9%8%9%
REQUESTS TO PARTICIPATE ACTIONCome back to it when you have more time67%Fill it out immediately17%Ignore the requestDelete the emailDo something else?Responder35%15%10%5%3%1st Year Non-responder8%11%33%8%38%44%1%5%Senior Non-responder
RESPONDER STUDENT-SUGGESTED INCENTIVES
NON-RESPONDER STUDENT-SUGGESTED INCENTIVES
CLOSING THE LOOP -- INCENTIVES Increased the number of incentives Increased the odds of winning Drawing only
CLOSING THE LOOP -- MARKETING Cover letters had an example of how we used thedata NSSE Trivia on IU Homepage Hot Spots on IU Homepage encouraging studentsto complete the survey Larger Hi-gloss Flyers around campus Monitors on campus Flyers at Sponsors' locations
DID IT WORK?
40%NSSE Response Rates by Year & ReminderCompletes & PartialsAs of 3%3%0%Invitation2008Overall 2008Follow-up2009Overall 2009Reminder 1Reminder 22010Overall 2010Final Reminder2011Overall 2011
INCENTIVE SURVEY PROCESSStep One:Revamped the 2010 Incentive Surveys to address changes made toadministration and added response options that were write-ins from 2010Step Two:Sent email invitations and one reminder using QualtricsResponder Survey—within a week of NSSE survey completion and follow-upApril 19Non-responder 1st year & Senior Survey—April 11th & May 6thStep Three:Survey winners were asked why they completed surveys
2011 INCENTIVE SURVEY RESPONSE r68437336854%Non-Responder 1st Year199732326513%Non-Responder Senior202629023712%*Not adjusted for undeliverable emails
2011 INCENTIVE RESPONSE RATE er 1st Year1789%26513%Non-Responder Senior1437%23712%
2011 DO YOU REMEMBER COMPLETING OR RECEIVINGAN EMAIL INVITATION?Senior NonResponder59%41%1st Year NonResponder60%40%Responder 4%96%NoYes
COMPARISONDO YOU REMEMBER COMPLETING OR RECEIVING AN EMAIL INVITATION?Senior Non-Responder59%57%1st Year No 2010No 2011Yes 2010Yes 2011
WAS THERE A MARKETING EFFECT?2011An email messageNone of the aboveOneStartIU WebsiteOnCourseResidence Hall FlyersOtherPosters around campusComputer LabsFYE NewsletterLibrary FlyersFaculty member announced in classInternational newsletterOVPUE WebsiteCampus Press ReleaseCampus Monitors0%20%Seniors40%1st year60%80%Responders100%
COMPARISONWHY DID YOU NOT COMPLETE THE NSSE SURVEYToo busyDid not know about the surveyForgotOther:Not on-campus this semester/yearTopic not personally important to meDid not have anything to sayGraduated alreadyTaking surveys is a waste of my timeThe email message was not convincingSurvey was too longThe topic was not interestingMy opinion does not matterThought I did complete the surveyNobody uses the dataThe questions were confusingLogin did not workMy internet went downSenior '111st Year '11Senior '101st Year '1000.20.40.60.81
OTHER “WHY NOT” COMMENTSConfidentiality ConcernsWhy should I?Non-traditional studentNot a priorityDidn’t know about itTechnical issues2011
WHAT CONTRIBUTED TO YOUR WILLINGNESS TO RESPOND?I wanted to help IU44%I usually complete surveys when asked37%The email message was convincing26%Other23%I wanted my opinion heard23%The survey seemed short22%The topic was personally important to The topic was interestingI wanted to complain about IU13%8%4%2011
COMPARISONWHAT CONTRIBUTED TO YOUR WILLINGNESS TO RESPOND?44%44%I wanted to help IU37%I usually complete surveys when asked26%The email message was convincingOther23%9%23%26%I wanted my opinion heard22%The survey seemed shortThe topic was personally important to me51%13%The topic was interesting8%I wanted to complain about IU4%8%20112010
WHICH AFFECTED YOUR DECISION TO COMPLETE THE SURVEY?Apple iPad272%iPod Touch60%IU Sweatshirt43%Mother Bear's Large one-topping pizza42% 10 TIS gift card38%Tudor Room37%IU T-shirt32% 10 Scholar's Inn Bakehouse gift card29% 5 Bloomington Bagel Company coins26%CycleFit or Circuit Strength Punch Card21%IU Umbrella20%None of the above19%Other6%
REQUESTS TO PARTICIPATE ACTIONFill it out immediately17%Ignore the request 8% 10%Delete the emailDo something else?5% 5%3%23%33%10%2%COMPARISON11%11%34%12%35%14%1% 1%8%15%5%23%17%5%Responder '10Responder '111st Year Non-responder '101st Yr Non-responder '11Senior Non-responder '10Senior Non-responder '11
NEXT STEPSGender effectsRace effectsClass-level effectsDifferences in explanations by Responder& Non-responderAre there differences across years?
ThoughtsCommentsQuestions
Judy OuimetIndiana Universityouimet@indiana.edu
Chance to win locker & towel service. Chance to win the free CycleFit class. Free fountain drink coupon. Chance to win the free lunch for four. Wanted my opinion heard. Chance to win the IPOD Touch. Help IU. Usually complete surveys when asked
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