Utility and Cost-effectiveness of Motivational Messaging to Increase Survey Response in Physicians: A Randomized Controlled Trial

• Published in: Field methods 2018-02, Vol.30 (1), p.37-55
• Main Authors: Chan, Randolph C. H., Mak, Winnie W. S., Pang, Ingrid H. Y., Wong, Samuel Y. S., Tang, Wai Kwong, Lau, Joseph T. F., Woo, Jean, Lee, Diana T. F., Cheung, Fanny M.
• Format: Article
• Language: English
• Subjects: Age Differences; Computer Mediated Communication; Cost analysis; Cost Effectiveness; Foreign Countries; Motivation Techniques; Participation; Physician Patient Relationship; Physicians; Polls & surveys; Randomized Controlled Trials; Response rates; Responses; Statistical Analysis; Surveys
• ISSN: 1525-822X; 1552-3969
• DOI: 10.1177/1525822X17732010

The present study examined whether, when, and how motivational messaging can boost the response rate of postal surveys for physicians based on Higgin’s regulatory focus theory, accounting for its cost-effectiveness. A three-arm, blinded, randomized controlled design was used. A total of 3,270 doctors were randomly selected from the registration list. Results showed that motivational messaging was effective in boosting response rate among younger physicians at relatively low cost when the messages were sent during the delivery of generic invitation letter and questionnaire. However, message framing had no significant impact on postal surveys’ response rate. Future postal surveys can consider using motivational messaging to maximize survey participation in physician population without incurring much extra cost.