Current research on the value of offering alternative response modes is mixed; some studies suggest that choice improves response rates (e.g., Quigley, Riemer, Cruzen, and Rosen, 2000), while others (Millar and Dillman 2011) suggest that providing alternatives may lower response rates, especially if the only mode offered is web. In a recent presentation, Olson, Smyth and Wood (2010) explored whether or not allowing sample members to respond in their preferred mode choice increased response rates or the
speed with which they responded. The results in their general population survey were also mixed. Those who preferred web responded more quickly than those who preferred other modes, but, in general, those who preferred web tended to have the lowest response rates overall. When offered first, most sample members responded by mail, regardless of their mode preference. With an eye toward controlling data collection costs, this paper looks at the extent to which the survey design, despite offering several options, can influence mode choice without negatively impacting response rates Using data from the incentive and mode choice experiment imbedded in the 2008 National Survey of Recent College Graduates, we will look at the potential impact of using a differential incentive and mode choice to increase online survey completions and response rates. We will compare the performance of a differential incentive to that of an incentive that rewards all completed questionnaires equally and the impact of offering mode choice throughout the survey to starting with only a single mode choice, web. In addition, we will compare the relative contributions of both procedures on increasing the proportion of web completes and response rates. Cost implications will also be discussed.