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

  • Elisabeth Deutskens


  • Ko de Ruyter


  • Martin Wetzels


  • Paul Oosterveld


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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Article provided by Springer in its journal Marketing Letters.

Volume (Year): 15 (2004)
Issue (Month): 1 (02)
Pages: 21-36

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Handle: RePEc:kap:mktlet:v:15:y:2004:i:1:p:21-36
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