Impact
Moving a longitudinal study from face-to-face interviews to web self-completion was unprecedented. However, other national and international surveys face the same challenges of improving cost-effectiveness whilst maintaining (or improving) response rates. Understanding Society has shared its findings and best practice with the survey community via publications, talks and workshops.
In addition, the original aim of improving the cost-efficiency of Understanding Society fieldwork is being achieved. This will enhance the sustainability of the Study, which is valuable to the academic and policymaking community.
Findings from the research
Experiments using the Understanding Society Innovation Panel showed that a web-first mixed mode design did not negatively affect long-term participation in the Study, and might increase participation for some groups. Further, whole households completing the survey by web could reduce fieldwork costs modestly.
The positive findings from these experiments led to the introduction of mixed modes on the main panel of the Study. Further, the findings were used to effectively target the mixed modes approach to those households most likely to complete the survey online.
Related links
- Mixed mode can provide reliable responses
- The challenges of mixing interview modes
- Are mixed modes saving us money?
- Going online with a face-to-face household panel – an experiment
