Text messages to incentivise response in a web-first sequential mixed-mode survey

This article reports research exploring the benefits of adding text messages to the contact strategy in the context of a sequential mixed-mode design where telephone interviewer administration follows a web phase. In a web-first mixed-mode survey, supplementing the contact strategy with text messages can help increase the response rate at the web phase and, consequently, reduce fieldwork efforts at the interviewer-administered phase. We present results from a survey experiment embedded in wave 11 of Understanding Society in which the usual contact strategy of emails and letters was supplemented with text messages. Effects of the text messages on survey response and fieldwork efforts were assessed. In addition, we also investigated the impact of SMS on the device selected to complete the survey, time to response, and sample balance. The results show a weak effect of the SMS reminders on response during the web fieldwork. However, this positive effect did not significantly reduce fieldwork effort.