Web surveys technically allow providing feedback to respondents based on their previous responses. This personalized feedback may not only be used to target follow-up questions, it also allows test results to be returned immediately to respondents. This paper argues that the possibility of...

Web surveys have become increasingly central to innovation research but often suffer from low response rates. Based on a cost–benefits framework and the explicit consideration of heterogeneity across respondents, we consider the effects of key contact design features such as personalization,...