Exploring Validity of QR Code Survey Data Collection in an Era of Declining Response Rates

Authors: Abigail Lourdraj, Ryan Sharp, Sarah Jackson, Cait Henry and Chris Zajchowski

Abstract

Survey response rates have been in decline for decades, thus making it increasingly difficult to gather statistically valid samples. Coupled with limited time, resources, and funding available for survey research, exploring new methods of collecting visitor surveys is paramount. This case study examines using QR codes printed on business cards and distributed on-site at parks as a means of reaching a larger audience in an era of declining response rates. A comparison between responses to a visitor survey at a National Park were conducted for those who responded to the survey on-site on a tablet (e.g.  iPad) and those who responded via QR code printed on a business card at their earliest convenience. Results reveal no meaningful statistical differences amongst the two groups, and the QR code business card method could be a viable way to reach more people to assist park managers in making impactful and difficult decisions.

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