You Can’t Put a Price Tag on a Survey Participant’s Enjoyment: The Latest Findings from the ARF’s “Foundations of Quality” Research
Robert W. Walker
Surveys & Forecasts, LLC
William A. Cook
Advertising Research Foundation
The latest phase of the Advertising Research Foundation’s (ARF) “Foundation of Quality” research initiative (FOQ2) is designed around six individual initiatives, including one that focuses on what motivates respondents to participate in online surveys and how attitudes toward online survey-taking interact with overall “survey enjoyment” (SE).
Using samples from 17 participating online research companies, the FOQ2 analysis, to date, has revealed that the strongest associations...