Telephone interviewing for the 2008 NADbank fieldwork ended on December 20th with approximately 29,000 interviews completed. Twenty-three of the 33 markets measured, met or exceeded their 2008 completion target. Most of the remaining markets were within 5% of their target. Overall telephone response rate was 43%, a marginal decline compared to the 2007 NADbank fieldwork.

Response rate for the mail-back questionnaire remains relatively stable compared to 2007. This is reflected in the marginal decline in overall response rate moving from 36% in 2007 to 35%. Significant improvements in the flow and design of the mail-back questionnaire by the product subcommittee may result in improvements in the response rates.

Maintaining high response rate for the telephone and mail-back survey remains a top priority for both TNS Canadian Facts and NADbank. The Technical Committee and Roadmap Committee continue to explore new initiatives that will ensure that the current platform achieves its completion targets without significantly affecting the quality of the study.

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Related Articles:

• Winter Fieldwork Update- NADbank 2009 Now in Field
• Flow Test: the telephone survey revisited
• Fall 2008 Fieldwork Update (General Newsletter - Fall 2008)