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 and William A. Cook

This paper discusses the latest phase of the Advertising Research Foundation's (ARF) 'Foundation of Quality' research initiative.

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...

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