The impact of two-stage highly interesting questions on completion rates and data quality in online marketing research

Jared M. Hansen

University of North Carolina at Charlotte

Scott M. Smith

Brigham Young University, Qualtrics

Introduction

The relationship between respondent interest in a survey topic and the survey response was hypothesised more than half a century ago (Blankenship et al. 1949, p. 410) and is at times referred to as the ‘interest hypothesis’ (e.g. Armstrong & Overton 1977; Wright & Armstrong 2008). Conversely, refusal to participate in surveys often results from low topic interest (e.g. Groves et al. 2000). It is therefore not surprising that survey topic and content have been documented as typically the most important factors in stimulating response rate (Greer et al. 2000).