Burning Out Internet Respondents: Avoiding the Mistakes of the Past

Donna Mustard, Sheila Lundy and Joseph Willke

This paper discusses the issue of respondent burnout on the Internet and makes suggestions for preventing it.

Burning Out Internet Respondents

Joseph Willkeand Sheila LundyandDonna MustardACNielsen BASES United States.

EXAMINING THE PAST

In 1977, BASES began interviewing in mall central locations across the United States. We found average production was around thirty interviews in each mall per day and completion rates hovered around three to four per hour. More productive days yielded as many as fifty completed interviews with a crew of six interviewers working a day that spanned eleven hours. It was commonplace to see quotas of 100 to 150 completes per mall in a three or four day timeframe....

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