Response rates in HRM/OB survey research: Norms and correlates, 1990–1994

Literature from marketing, sociology, and public opinion measurement reveals several variables associated with high response rates. The literature suggests that advance notice, follow-up reminders, monetary incentives, and issue salience are associated with higher responses rates in consumer populations. Further, the literature suggests that length of questionnaire decreases response rates. An analysis of articles from the Journal of Applied Psychology, Personnel Psychology, Human Relations, Group & Organization Management, Journal of Business and Psychology, and Public Personnel Management was conducted for the years 1990 to 1994 to determine if these trends generalized to industrial samples. Multiple regression analyses found that four variables were significantly associated with response rates. These variables were advance notice, identification numbers, follow-up reminders, and salience. The associations of follow-up reminders and salience to higher response rates were only found in mailed surveys. Future research and theoretical orientation toward study of response rates are discussed.