Narrow target groups’ response rates in online surveys: empirical study of labor migrants and people with disabilities

Abstract

The article presents the cognitive capabilities of online surveys for studying narrow, hard-to-reach target groups. The key issue of a survey conducted with specific audiences is respondents' search and involvement. The authors measured the response rate of labor migrants and people with disabilities according to the findings of the methodical analysis of two online surveys. The article proposes an algorithm of response rate measurement by internal and external parameters. Primary focus is on comparing the effect of using targeted advertising on Facebook and Yandex; the perception of advertising banner analysis in the context of survey's successful finishing; the calculation of response rate and several other indicators. The results of the methodical research indicate the most effective ways of audience involvement in online surveys, the importance of the questionnaire design, especially the first question. The main conclusion is that the test method provided with a set of conditions can be used for studying narrow target groups.