Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study
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This study examines the effect of the timing of follow-ups, different incentives, length, and presentation of the questionnaire on the response rate and response quality in an online experimental setting. The results show that short questionnaires have a higher response rate, although long questionnaires still generate a surprisingly high response. Furthermore, vouchers seem to be the most effective incentive in long questionnaires, while lotteries are more efficient in short surveys. A follow-up study revealed that lotteries with small prizes, but a higher chance of winning are most effective in increasing the response rate. Enhancing questionnaires with visual elements, such as product images, lead to a higher response quality and generate interesting interaction effects with the length of the questionnaire and the incentives used. Finally, the timing of the follow-up has no significant influence on the response rate.
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- Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study
Volume 15, Issue 1 , pp 21-36
- Cover Date
- Print ISSN
- Online ISSN
- Kluwer Academic Publishers
- Additional Links
- online marketing research
- questionnaire design
- response rate
- response quality
- Industry Sectors
- Author Affiliations
- 1. Faculty of Economics and Business Administration, Department of Marketing, Maastricht University, P.O. Box 616, 6200 MD, Maastricht, the Netherlands
- 2. Maastricht University, Maastricht, the Netherlands
- 3. Eindhoven University of Technology, Eindhoven, the Netherlands
- 4. Millward Brown/Centrum, Amsterdam, the Netherlands