TY - JOUR
T1 - Response Rate and Response Quality of Internet-Based Surveys, An Experimental study
AU - Deutskens, Elisabeth
AU - de Ruyter, J.C.
AU - Wetzels, M.G.M.
AU - Oosterveld, P.
PY - 2004/1/1
Y1 - 2004/1/1
N2 - 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.
AB - 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.
U2 - 10.1023/B:MARK.0000021968.86465.00
DO - 10.1023/B:MARK.0000021968.86465.00
M3 - Article
SN - 0923-0645
VL - 15
SP - 21
EP - 36
JO - Marketing Letters
JF - Marketing Letters
IS - 1
ER -