Just Scan It: Examining QR Code Use in Web Survey Recruitment

Including QR Codes on survey recruitment materials may be one method to reduce burden and encourage participation. The Covid-19 pandemic prompted a resurgence of QR Code use, so it is reasonable to assume they may now also be effective in survey outreach. In this article, we examine response by access mode (QR/URL) to better understand QR Code effectiveness in a push-to-web survey. We also examine access mode by select household and respondent demographics to determine if access mode is associated with specific characteristics. We found about one-third of respondents accessed study questionnaires by scanning the QR Code, with about half of mobile respondents accessing via the QR Code. Significant associations between access mode and home ownership, sex, race/ethnicity, age, and education were also observed. This work revisits earlier findings and contributes to the emerging body of research reexamining the effectiveness of including QR Codes in survey outreach materials.