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...