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The Impact of Greeting Personalization on Prevalence Estimates in a Survey of Sexual Assault Victimization

NCJ Number
Public Opinion Quarterly Volume: 82 Issue: 2 Dated: May 2018 Pages: 366-378
Ashley K. Griggs; Marcus E. Berzofsky; Bonnie E. Shook-Sa; Christine H. Lindquist; Kimberly P. Enders; Christopher P. Krebs; Michael Planty; Lynn Langton
Date Published
May 2018
13 pages
Although personalized invitations tend to increase response rates in web surveys, little is known about how personalization impacts data quality, so the current study experimentally compared the impact of personalization on survey estimates of sensitive items, the effects of personalized and generic greetings in a survey (n = 9,673) on an extremely sensitive topicsexual assault victimization.
The study found that personalization increased response rates, with negligible impact on victimization reporting; and this impact was similar across most demographic groups. These findings suggest that future studies may benefit from the use of a personalized greeting when recruiting sample members to participate in a sensitive survey; however, further research is necessary to better understand how the impact of personalization on reporting may differ across some demographic groups. (publisher abstract modified)