New Technology in Survey Research: Does it Improve Response Rates?

Abstract

The use of survey instruments to gather research data is a common practice among researchers. New technology and media of communication have expanded the opportunities for using survey instruments. One question of interest may be how the surveyed population will react to new methods of data collection. This study reports on the survey response rates for four different combinations of distribution and response media. Eight hundred survey questionnaires were sent to accounting academicians to study the reaction to different forms of surveying. The different media included traditional mail, e-mail, and the World Wide Web. The differences in response rate for the different response modes were evaluated and conclusions are presented. The results may prove helpful to researchers who use the survey instrument in obtaining research data. They may also provide information on the use of new technology by accounting academicians, a group that would be presupposed as using new technology media for communication.