All fun and games? Myths and realities of respondent engagement in online surveys
Theo Downes-Le GuinUnited States
Reg Baker and Joanne MechlingUnited States
Erica Ruyle is Research Director, Market Strategies International, United States.
BACKGROUND
As online surveys and panels have matured, researchers have raised concerns about the effect of long, onerous, poorly designed and simply dull surveys. Poor survey design demonstrably increases undesirable respondent behaviors that include speeding, random responding and premature termination. Over time, an accumulation of flawed surveys affects participation rates across studies and degrades industry credibility. This effect is magnified in access panels,...