Boosting Online Response Rates Among Nonresponders A Dose of Funny

Online data collection has become an extremely popular survey mode given its reduced cost, ease of administration, and timeliness. Although extensive research exists on the influence of e-mail invitation design characteristics to prompt survey participation, less is known about the effectiveness of e-mail reminders in prompting survey completion among nonresponders. The purpose of this study was to determine whether incorporating humor into e-mail reminders improved survey completion rates. Respondents from the Truth Initiative Young Adult Cohort (n = 2,963) who did not respond to the first standard e-mail invitation to complete their follow-up survey were randomly assigned to one of the three e-mail reminder groups: control (standard), humor only, or humor plus statistics. Those who received an initial humor plus statistics reminder e-mail received the humor only e-mail as their second reminder and vice versa. Logistic regression was used to generate the odds ratios (OR) for the probability of completing...