Differentiating telephone surveys from telemarketing to increase response rates

Abstract

The purpose of this study is to test whether including “I'm not selling anything” in telephone survey introductions reduces refusals and increases response rates. Experiences with and attitudes toward telemarketing also are assessed. Based on telephone interviews with an RDD sample of 655 in the Seattle metropolitan area, including the statement “I'm not selling anything” in the introduction does not significantly affect response rates. Only an introduction with a university reference significantly increases response rates. Also, respondents in the condition with no survey legitimization have a significantly more favorable attitude toward telemarketing than respondents in the condition with survey legitimization.