When to Text? How the Timing of Text Message Contacts in Mixed-Mode Surveys Impacts Response

• Published in: Journal of survey statistics and methodology 2024-06, Vol.12 (3), p.674-696
• Main Authors: Christian, Leah Melani, Sun, Hanyu, Slowinski, Zoe, Hansen, Christopher, Mcroy, Martha
• Format: Article
• Language: English
• ISSN: 2325-0984; 2325-0992
• DOI: 10.1093/jssam/smae014

Using multiple modes of contact has been found to increase survey participation over a single contact mode. Text messaging has emerged as a new mode to contact survey participants in mixed-mode survey designs, especially for surveys that include web and/or phone data collection. However, it is unclear how to best combine text messages with mailings and other outreach contacts to improve response rates and data quality. To explore the effectiveness of using text messaging as a contact mode, we conducted a full factorial experiment that varies the sequencing of text messages with mailing contacts (early versus late reminder) and the time text messages were sent (morning versus afternoon). The experiment was implemented in a follow-up wave of a mixed-mode nationally representative longitudinal survey with two sample groups (Cooperative versus Other Respondents). For Cooperative Respondents, text reminders seemed to be effective at increasing completion rates, with the early text reminder being somewhat more effective than the late text reminder, at least early in the field period. For Other Respondents, text invitations were effective at improving the completion rate, but effects diminished quickly once the invitation letter was sent. Additionally, the early text reminder appears to be more effective than the late text reminder at increasing completion rates for Other Respondents. The sequencing of text messages did not affect data quality across sample groups or substantially impact nonresponse. The time of day the text messages were sent did not affect any of the outcome measures examined.