Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study
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.
Year of publication: |
2004
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Authors: | Deutskens, Elisabeth ; Ruyter, Ko de ; Wetzels, Martin ; Oosterveld, Paul |
Published in: |
Marketing Letters. - Springer. - Vol. 15.2004, 1, p. 21-36
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Publisher: |
Springer |
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