The Use of QR Codes to Encourage Participation in Mail Push-To-Web Surveys: An Evaluation of Experiments from 2015 and 2022

Abstract

Abstract Traditionally, mail push-to-web survey invitations contain a URL to allow respondents access to a web survey instrument. Today, a Quick Response (QR) code can be used to provide access to the survey without the need to manually type a URL. Including a QR code could improve survey response rates by increasing interest and reducing the perceived burden of the survey by appealing to smartphone owners and those who primarily rely on a smartphone to access the internet. QR codes may also reduce errors from keying in the survey URL manually. However, not everyone is familiar with or knows how to use QR codes, perhaps making a survey with a QR code seem more burdensome or irrelevant. The inclusion of a second way to access a survey (a QR code in addition to a URL) may also lead to choice paralysis and lower response rates. We present the results of two experiments, one conducted in 2015, prior to more widespread adoption of QR codes, and the other in 2022, after an uptick in QR adoption due to enhancement in smartphone technology and response to the coronavirus pandemic. Each experiment tested the impact of including a QR code on response rates to a mail push-to-web invitation sent to randomly selected US residential addresses. In both 2015 and 2022, we found a slight increase in response rates and the percent of respondents who are Hispanic when the QR code is included, though the 2015 findings were not statistically significant. We did not find evidence of mode choice paralysis when a QR code is presented as an additional access option or that QR codes negatively affect the demographic composition of respondents. The findings underscore the importance of testing and replicating research as adoption of newer technologies evolves.