Marketing Letters

, Volume 15, Issue 1, pp 21–36

Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study

  • Elisabeth Deutskens
  • Ko de Ruyter
  • Martin Wetzels
  • Paul Oosterveld

DOI: 10.1023/B:MARK.0000021968.86465.00

Cite this article as:
Deutskens, E., de Ruyter, K., Wetzels, M. et al. Marketing Letters (2004) 15: 21. doi:10.1023/B:MARK.0000021968.86465.00


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.

online marketing research questionnaire design response rate response quality 

Copyright information

© Kluwer Academic Publishers 2004

Authors and Affiliations

  • Elisabeth Deutskens
    • 1
  • Ko de Ruyter
    • 2
  • Martin Wetzels
    • 3
  • Paul Oosterveld
    • 4
  1. 1.Faculty of Economics and Business Administration, Department of MarketingMaastricht UniversityMaastrichtthe Netherlands
  2. 2.Maastricht UniversityMaastrichtthe Netherlands
  3. 3.Eindhoven University of TechnologyEindhoventhe Netherlands
  4. 4.Millward Brown/CentrumAmsterdamthe Netherlands

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