Using a Responsive Survey Design to Innovate Self-Administered Mixed-Mode Surveys

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Abstract Implementing innovations in surveys often results in uncertainty concerning how different design decisions will affect key performance indicators such as response rates, nonresponse bias, or survey costs. Thus, responsive survey designs have been developed to better cope with such situations. In the present study, we propose a responsive survey design that relies on experimentation in the earlier phases of the survey to decide between different design choices of which—prior to data collection—their impact on performance indicators is uncertain. We applied this design to the European Values Study 2017/2018 in Germany that advanced its general social survey-type design away from the traditional face-to-face mode to self-administered modes. These design changes resulted in uncertainty as to how different incentive strategies and mode choice sequences would affect response rates, nonresponse bias, and survey costs. We illustrate the application and operation of the proposed responsive survey design, as well as an efficiency issue that accompanies it. We also compare the performance of the responsive survey design to a traditional survey design that would have kept all design characteristics static during the field period.