Perhaps you, like me, has received an endless stream of invitations to take customer surveys on your receipts, in your email box, or while browsing a website. Experts note that the proliferation of these surveys may lead to a lower response rate and lower-quality data:

Surely, it’s nice to be courted for input, at least sometimes. But some consumers say they’re fed up with giving time-consuming feedback for free, don’t like being drawn into a data web used to evaluate employees or feel companies don’t act on the advice they get. Others say they simply don’t have anything revelatory to impart about, say, ordering a shirt or buying a package of pens…

“Survey fatigue” has long been a concern among pollsters. Some social scientists fear a pushback on feedback could hamper important government data-gathering, as for the census or unemployment statistics.

If more people say no to those, “the data, possibly, become less trustworthy,” said Judith Tanur, a retired Stony Brook University sociology professor specializing in survey methodology.

Response rates have been sinking fast in traditional public-opinion phone polls, including political ones, said Scott Keeter, the Pew Research Center’s survey director and the president of the American Association for Public Opinion Research. Pew’s response rates have fallen from about 36 percent in 1997 to 11 percent last year, he said. The rate includes households that weren’t reachable, as well as those that said no.

This is an issue that is bigger than customer surveys: it can be harder to reach people today with surveys because of call screening, the inability to contact people on cell phones, and the problems with doing web surveys. All of this means that people who conduct surveys will have to work even harder to get people to respond.

I wonder if the solution is to give customers better incentives for filling out surveys. A lot of these surveys include the chance for winning a prize but perhaps these could be increased or customers could earn points (and be able to redeem them) for giving consistent feedback.

I can honestly say that I very rarely fill out such surveys, even knowing how difficult it is for companies and research organizations to obtain such information. I recently started filling out a survey for Marriott after staying a few nights but the survey was ridiculously long and detailed so I quit 30% in.