1 Using Focus Groups to Improve Response in Monthly Surveys Author: Lisa Houlihan U.S. Census Bureau Presenter: Anne Russell U.S. Census Bureau

2 Overview Why focus groups? Focus Groups Recommendations Changes Implemented Results

3 Why Focus Groups? Introduction of new samples for three monthly surveys, retail and wholesale 14,000 new respondents Voluntary surveys Improve/maintain response rates –Retail – 79%, Wholesale – 70% Old process – internal focus, expensive

4 Goal of Focus Groups Improve Survey Materials (cover letters, questionnaires, web site) Improve Telephone Follow-up Process Focus on Wholesale Trade

5 Selection of Contractor Five bids submitted Prices ranged from $35,000 to $95,000 Selected a small firm –Excellent experience –Excellent references –Lowest bid

6 Focus Group Composition Company eligible to receive the survey Participant responsible for responding to government surveys Participant has sufficient experience

7 Focus Group Logistics Three geographic areas Variety of business size and industry Provided a light meal Monetary incentive

8 Focus Group Topics Opinion of survey materials Suggestions for improving telephone follow-up Strategies for improving survey participation

9 Recommendations & Changes Implemented

10 Cover Letter Official Important

11 Recommendations – Cover Letter Use formal business letter format Use high quality paper Use signature pen Use at least one color Keep letter short Downplay voluntary Send letter from high ranking official Personalize the company name and contact

12 Changes Implemented – Cover Letter Use formal business letter format Use high quality paper X Use signature pen Use at least one color Keep letter short Downplay voluntary Send letter from high ranking official X Personalize the company name and contact

13 Recommendations - Questionnaire Make form less cluttered Use 8 ½ X 11 size Include instructions with questions Make due date easier to find Provide web site address

14 Changes Implemented - Questionnaire Make form less cluttered Use 8 ½ X 11 size Include instructions with questions Make due date easier to find Provide web site address

15 Recommendations – Mailing Package Place cover letter on top Use specific contact name Time the arrival of the package for the end of the week

16 Changes Implemented – Mailing Package Place cover letter on top Use specific contact name X Time the arrival of the package for the end of the week

17 Recommendations – Improving Telephone Follow-up Use government report Call from the Department of Commerce Schedule calls for mid-morning, mid- week Use appreciative tones Conduct interviewer training Provide interviewer feedback

18 Changes Implemented – Improving Telephone Follow-up Use government report Call from the Department of Commerce X Schedule calls for mid-morning, mid-week Use appreciative tones Conduct interviewer training X Provide interviewer feedback

19 Recommendations – Increase Likelihood of Reporting Increase perceived importance Appeal to patriotism Provide an incentive Provide electronic reporting

20 Changes Implemented – Increase Likelihood of Reporting X Increase perceived importance X Appeal to patriotism X Provide an incentive X Provide electronic reporting

21 Results Response rates Other benefits

22 Response Rates - Wholesale BSR-2KBSR-06 $ Volume Response Rate Refusal Rate

23 Response Rates - Retail BSR-2KBSR-06 $ Volume Response Rate Refusal Rate

24 Other Benefits Refusal Avoidance Training well received Eliminated refusal confirmation process Time/$ saved on developing cover letters and other mailing materials Contractor’s expertise and body of knowledge

25 Thanks! Author: Lisa Houlihan Presenter: Anne Russell