Focusing on increasing your survey response rate is important but I’m often asked: “what is a minimum acceptable survey response rate for a customer feedback survey: 1%, 15% 50%?”
For example this recent blog post comment:
…if I have two NPS of two different cinemas in January.
Cinema 1: Spectators: 18509. Survey responses: 17. Responses percent: 0,1%. NPS: 76.
Cinema 2: Spectators: 44190. Survey responses: 200. Responses percent: 0,5%. NPS: 43.
My first question is: Can I do a valid comparison between the two cinemas?
And my second question is: [are the survey response rates statistically valid?]
It’s a good question but in general the focus on response rate is misplaced.
In this post we’ll discover that what is important, is not so much the response rate, but but the total number of responses. Then we’ll use that information to calculate the acceptable response rate for your survey.
Note: The approach here works well for standard customer feedback questions but if you are using Net Promoter Score you need to look at this post: How to calculate Margin of Error and other stats for NPS®
Let’s dive in. [Read more…]