The scope for reducing refusals in household surveys: an investigation based on transcripts of tape-recorded doorstep interactions

The paper analysis focuses on the extent to which there is scope for reducing rates of refusal on large-scale household surveys below current standard levels. Our data consisted of over 300 tape-recorded doorstep interactions, drawn from substantive surveys at two different organisations. Tape-recorded interactions were classified in terms of the degree of reluctance expressed by the respondent and the consequent scope for the interviewer to deploy interpersonal skills and persuasion. Interactions where there was both reluctance and scope for persuasion were classified according to whether they resulted in co-operation or refusal and the interviewer tactics associated with the two types of outcome were compared. Conclusions are drawn about the prevalence of different types of interaction and the scope for reducing refusal rates through training interviews to use techniques likely to minimise refusals on the doorstep.