Individual differences in motivation to participate in online panels: the effect on reponse rate and reponse quality perceptions

The majority of online research is now conducted via discontinuous online access panels, which promise high response rates, sampling control, access to populations that are hard to reach, and detailed information about respondents.

Individual differences in motivation to participate in online panels: the effect on reponse rate and reponse quality perceptions

Elisabeth Brüggen, Martin Wetzels and Ko de Ruyter

Maastricht University

Niels Schillewaert

InSites Consulting

Introduction

Online surveys represent one of the fastest-growing segments in market research (ESOMAR 2004).

According to Inside Research, 43% of survey research in 2008 was conducted online. An Acorn study for IIR revealed that 75% of research decision makers in the US have now tried online research and expect to use it again in future. The vast majority of online consumer...

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