"Your Opinion Counts" is an industry-wide information and education program directed to the general public and the research professional. Its objectives are to increase the public's awareness of the importance of the research process and the effect their participation has on opinion polls, on the development of products and services, and on the quality of their lives.

YOC also educates industry professionals on the importance of the public's participation and cooperation in research and encourages guarding against methodological abuses that erode such cooperation.

The "Your Opinion Counts" Public Education Program was founded to combat the eroding image of the marketing and opinion research industry. Increasing negative press coverage due to abuses in the name of research have resulted in a decrease in public cooperation.

Six major industry associations have joined together to support and aid in the development of an expanded program: Advertising Research Foundation (ARF), American Marketing Association (AMA), The Council of American Survey Research Organizations (CASRO), Marketing Research Association (MRA) , National Council on Public Polls (NCPP), and the Travel and Tourism Research Association (TTRA).

In 1985, the "Your Opinion Counts" National Steering Committee conducted a benchmark study of survey respondents' refusal to be interviewed. The study was intended to shed light on what many in the research industry felt was a pervasive problem—consumer cooperation—by determining the level and nature of respondent refusal rates on general purpose quantitative consumer survey research studies.

It was conducted through the participation of survey research firms who are members of The Council of American Survey Research Organizations (CASRO). CASRO companies provided information for each cluster/location on all studies they conducted during September of 1985.

The study was repeated in 1988, using identical methodology, to determine if progress had been made and, if so, in what areas. The four types of personal interview procedures covered were:

  • mall/shopping centers with a permanent field facility
  • mall/shopping centers with a temporary field facility
  • all other central locations
  • door-to-door

The results were tabulated to gauge refusal rates by type and location of interview, by length of interview, by geographic region (North East, Southern, North Central, Western), and by subject matter.

Findings

In general, very few differences exist between the 1985 and 1988 results. The overall refusal rate stayed the same between 1985 and 1988 at 38 percent. Initial refusal is still the major problem. In 1988, it increased to almost 90 percent of total refusals, up from 84 percent in 1985. The following are the major differences found between the two studies:

  • Personal interview refusal in "other central locations" was 26 percent in 1988, up from 19 percent in 1985. This was due mainly to an increase in qualified refusal.
  • Personal interview refusal for door-to-door studies was 36 percent in 1988, up from 29 percent in 1985. This difference is mainly due to increases in initial refusal.
  • Interviews of five minutes or less showed a 27 percent refusal rate in 1988, up from 21 percent in 1985. This increase was caused by a change in the level of initial refusal.
  • The only geographic region to show an increase in refusal rates is the Northeast region, which also shows the highest level of refusal in the country. The refusal rate in this region increased from 41 percent in 1985 to 49 percent in 1988, due to an initial refusal increase.
  • There was a variation in refusal by specific subject matter, and the biggest change occurred for household cleaners and health products. Both show the highest level of refusal in 1988. Household cleaners increased 20 percentage points, from 37 percent in 1985 to 57 percent in 1988, while health products increased from 34 percent in 1985 to 54 percent in 1988. The biggest drop in specific subject matter occurred for leisure time studies, which dropped from 38 percent in 1985 to a low of 19 percent in 1988.

Suggestions to reduce refusal rates

The report notes that although it is encouraging that the overall refusal rate is the same as in 1985, the industry must continue to focus on reducing the consumer's reluctance to participate in research studies. The "Your Opinion Counts" committee suggests that the research industry implement the following steps, whenever possible, to help reduce refusal rates:

  • Exercise courtesy when considering what hours of the day to call into a respondent's home. YOC believes a good guideline would be calling during the hours between 9 a.m. and 9 p.m.
  • When mall respondents indicate it is not a convenient time, make an appointment to do the interview at a later time.
  • Data collectors should routinely administer interviewer training programs. Data collection firms need to ensure their people are effective at their jobs at all times.
  • The subject matter should be revealed to the participant if it can be done without biasing the data. The more information a person is provided, the less reason (s)he has to be suspicious.
  • Researchers should consider limiting questionnaires to a reasonable length for both phone and personal interviews. "We must discipline ourselves in this arena and educate our clients as to the importance of this issue relative to refusal rates," the report says.
  • Strive to make the interviewing process as pleasant and appealing as possible to encourage repeat participation.
  • Support the "Your Opinion Counts" Public Education Program by using the YOC consumer brochure, spreading the message through speaking engagements, college seminars and community activities, and closing every survey with "Your Opinion Counts."