Telephone Survey Response Rates, 1997-2017 [CHART]
Telephone survey response rates have plummeted over the past 20-odd years, but may have reached their floor, according to a Gallup study whose results are supported by other research. Gallup’s data indicates that response rates for its Gallup Poll Social Series plunged from 28% in 1997 to a low of 5% in 2015, before increasing a couple of points to 7% last year.
Gallup cites another study – from the American Association of Public Opinion Research (AAPOR) – to support its findings. That research likewise found that leading survey research firms had seen declines in landline response rates from 15.7% in 2008 to 9.3% in 2015. Cellphone response rates had also dropped during the same period, from 11.7% to 7%.
Meanwhile, a study released last year by the Pew Research Center found that response rates for landline telephone polls had dropped dramatically from 36% in 1997 to 9% in 2012. However, as with the Gallup research, Pew’s study found a stabilization, with that 9% response rate remaining consistent through 2016. Read the rest at MarketingCharts.com.