Page 279 - Special Topic Session (STS) - Volume 2

STS493 Stéphane D. et al.
as access codes to keep people from responding). For each crowdsourcing
operation, there is a structured communication plan aimed at specific crowds.
Active monitoring processes are also used to ensure projects are successful. In
the last eight months, a number of new crowdsourcing operations have begun
in Canada, mostly to collect qualitative information for Statistics Canada, as it
designs new products and services. Public participation in Statistics Canada
crowdsourcing has shown successful results.

Using SMS messages as a reminder to respondents
Statistics Canada is currently piloting the use of SMS (short message
service) as a survey reminder strategy in an effort to encourage respondents to
report their data after their initial invitation. This is part of a strategic plan to
take a more user-centric approach to contacting respondents.
The first pilot survey saw 13,000 respondents receive text messages as their
fifth (last) reminder, and it generated a response rate of 1.5%. This compares
with the usual take-up rates of 1% for paper (mail) reminders and less than 1%
for email follow-ups. More research is planned to assess the impact of using
SMS for earlier reminders (first, second or third) to improve comparability with
other modes and evaluate the cost effectiveness of this new way to contact
Canadians.
The pilot survey was implemented in partnership with a major
telecommunications company in Canada, using an SMS aggregation system.
This tool enabled Statistics Canada to send automatic mass communications
effectively at a reasonable cost of CAN 0.50 cent per SMS.
Before testing the use of SMS, Statistics Canada engaged in extensive public
consultation. This consultation revealed that respondents are likely to view an
unsolicited SMS from Statistics Canada (i.e., cold call via text) negatively, but
would find it acceptable if they had already been in contact with Statistics
Canada through another mode and were informed about the potential use of
SMS. In addition, Statistics Canada consulted with the Office of the Privacy
Commissioner, which reiterated the recommendation that Canadians be given
advance notice that they might receive an SMS. This is why Statistics Canada
has chosen to use SMS for reminder notices, rather than earlier contact with
respondents.

Using a Statistics Canada data collection application on mobile devices
Statistics Canada is currently investigating the use of a mobile application
to collect data for household surveys that require respondents to report
information several times a day or on several days. This would give respondents
a readily available, user-friendly collection tool for surveys that require
repeated input, such as time use surveys or consumer expenditure reporting.

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