Improving Survey Response Rates from Chief Executive Officers in Small Firms: The Importance of Social Networks

Abstract

Social networks are an important source of information for entrepreneurs and small firms. In this study, we consider the influence of social networks on survey response rates from small firms, focusing on effects of trade association endorsement and regional affiliation. Our findings show that trade association endorsement has a positive effect on survey response rate. In addition, the demonstration of the researcher's social ties to the firm's region has a positive effect on survey response rate. Our results lead to several practical implications for survey research on small firms and on industrial populations in general. Targeted personal follow–up with managers in close geographic proximity to the sponsoring university(ies) appears to be a particularly cost–effective strategy to increase response rates.