Affiliation:
1. The University of Queensland, Australia
2. Eindhoven University of Technology, The Netherlands
Abstract
Low survey participation from online panel members is a key challenge for market and social researchers. We identify 10 key drivers of panel members’ online survey participation from a qualitative study and then determine empirically using a stated choice experiment the relative importance of each of those drivers at aggregate and segment levels. We contribute to knowledge on survey participation by (a) eliciting key drivers of survey participation by online panel members, (b) determining the relative importance of each driver, and (c) accounting for heterogeneity across panel members in the importance assigned to drivers. Findings offer immediate practical guidance to market and social researchers on how to increase participation in surveys using online panels.
Funder
Australian Research Council
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
16 articles.
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