Supplementing a Paper Questionnaire with Web and Two-way Short Message Service (SMS) Surveys

When deciding which modes to offer, researchers consider cost, known respondent contact information, and potential mode effects. For a short survey on employment, we evaluate the effect of adding one of two new electronic data collection modes to a mailed questionnaire. We sent a survey to principals who previously responded to the National Center for Education Statistics' (NCES) National Teacher and Principal Survey (NTPS) asking about their current job status. This questionnaire, known as the Principal Follow-up Survey (PFS), has typically been administered as a short paper form that is mailed to NTPS respondents. In 2022, the PFS introduced two new modes of completion, and principals were randomly assigned to receive: (i) a paper form only; (ii) a paper form, as well as emails with a direct link to complete a web survey; or (iii) a paper form, as well as invitations by text message to complete an automated two-way short message service text survey by responding to texted "yes/no" questions. This article compares overall response rates and time-to-response by mode to determine respondent preferences for completing short surveys. Adding either electronic mode significantly increased response rates and decreased the number of days in which completed surveys were received, compared to offering only a paper questionnaire. Although email and text messages are both forms of electronic communication that may be accessible on a smartphone, the added text message survey resulted in higher response rates than the added web survey. This suggests that respondents interact differently with emails and text messages they receive and that offering an option to complete a survey by text message can increase the speed and efficiency of data collection for short surveys.