How to calculate your survey response rate
The response rate is the percentage of invited people who completed your survey. It is the quickest way to judge whether your invitation, timing and questionnaire are working.
The calculation
Divide the number of completed responses by the number of invitations sent and multiply by 100. Example: you invite 1,000 customers and 320 of them complete the survey. Your response rate is 320 ÷ 1,000 × 100 = 32%.
Response rate and completion rate are not the same
Response rate compares completed surveys with everyone you invited. Completion rate compares completed surveys with everyone who started. A low response rate points to the invitation; a low completion rate points to the questionnaire itself.
What is a good response rate?
It depends on who you ask and how well they know you. This calculator uses 30% as a general reference point. More important than the percentage is whether the people who responded resemble the group you wanted to hear from. A 20% response rate from a balanced group is more useful than 40% from only your most loyal customers.
How to raise your response rate
- Keep the survey short and say how long it takes in the invitation.
- Explain why you are asking and what you will do with the answers.
- Send the invitation soon after the experience you are asking about.
- Send one reminder after a few days to the people who have not responded yet.
- Make sure the survey works well on a phone.
How many people should I invite?
Work backwards. Use the sample size calculator to find out how many responses you need, then divide that number by the response rate you expect. If you need 385 responses and expect a 25% response rate, invite at least 1,540 people.
