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

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Abstract

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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Correspondence to Elisabeth Deutskens.

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Deutskens, E., de Ruyter, K., Wetzels, M. et al. Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study. Marketing Letters 15, 21–36 (2004). https://doi.org/10.1023/B:MARK.0000021968.86465.00

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  • DOI: https://doi.org/10.1023/B:MARK.0000021968.86465.00

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