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How Response Rates Compare for Human and Digitized Phone Surveys

The cost of conducting public opinion research and the general difficulty of obtaining acceptable response rates prompt the need for research into suitable methods for using electronic polling as a research tool. Telephone interviewers have to deal with high rates of noncooperation as well as more complex and larger numbers of questionnaires.' These factors combined with the high cost of completing a 20-30 minute questionnaire suggest a necessity for evaluating the cost and effectiveness of electronic polling technique as a valid research tool. Groves and Magilavy identify the cost of each completed questionnaire to be about $18.' Researchers need to use the technology of electronic polling research to discover advantages and limitations of methods associated with its use. The requirements for a statistically valid public opinion poll are known. This paper reports on the process of conducting an electronic poll, comparing the process with two similar telephone polls and a basic cost efficiency comparison between the polls. The prevalence of survey research, scientific or not, has contributed to a bat-