Because rural populations are historically difficult to reach, an important component of this research revolves around improving techniques in rural areas. To address this issue the Tailored Design Method (TDM) utilizing a mixed-mode of internet and postal mail surveys (Stern, Bilgen, & Dillman, 2014) was adapted for research into the quality of life experiences of rural families. The TDM provides researchers with guidelines for instrument (i.e. survey) development along with protocols for initial respondent contact, follow-up mailings, telephone follow-up, and incentives. Surveys should to be tailored to fit their appropriate target populations in design, as well as delivery method (Dillman, 2000; Dillman, Smyth, & Christian, 2009).
This paper reports findings from a two-phase project. The first phase, conducted in 2016, comprised a pilot, mail-only survey of four rural counties. The response rate was just under 23%. Consequently, the second phase included a research objective about evaluating the mixed-mode (internet and mail) TDM (Stern, Bilgen, & Dillman, 2014). This paper reports results and lessons learned in the implementation of both surveys.
The sample for this study using mixed-mode TDM consisted of a list of 3,000 addresses purchased from Survey Sampling International, randomly selected from 62 rural mid-south state counties divided into four regions. Samples were selected proportionately by population in each county and region. Surveys consisted of a 12-page booklet with approximately 100 questions, covering a broad range of topics including tourism impact, self-reported health, social capital, and family resilience. The contact protocol was as follows: Advance postcard to alert residents that an invitation letter would be arriving soon; Invitation letter to explain the project’s purpose and how to access the online survey; included $2 incentive; Reminder letter to remind people to complete the online survey; Survey packet to offer an option of a hard copy survey. Included in the mailing was a hard copy of the survey, $2 incentive, postage paid return envelope, and cover letter explaining the survey purposes; Reminder postcard to remind people to complete the hard copy survey.
Throughout the course of the data collection, survey mailings from 314 households were returned by the US Post Office as undeliverable. Completed surveys were received from 812 respondents, consisting of 462 paper survey responses and 350 online responses. Response rates for completed surveys were calculated as the percentage of surveys completed out of the eligible (deliverable) sample. The overall response rate was 30.2%. Demographic characteristics of those completing surveys are similar to the regional characteristics; statistical differences between respondents also reflect regional differences in the state.
Overall the mixed-mode TDM improved response rates for collecting data in these rural regions and resulted in relatively representative samples. Comparison of costs, effort, as well as responses indicate utilizing this approach in other rural communities could show similar success.
