Effects of incentives and the Big Five personality dimensions on internet panellists’ ratings

Andrea J. Larson and Daniel A. Sachau

A total of 586 members of an online market research panel completed the International Personality Item Pool (IPIP) Big Five personality inventory and were then offered one of three incentives (lower than normal, normal and higher than normal) to evaluate a new consumer product.

Online panels & communities
Response rates & quality
Strategy

Effects of incentives and the Big Five personality dimensions on internet panellists' ratings

Andrea J. Larson Merck & Co

Daniel A. Sachau Minnesota State University

INTRODUCTION

Until recently, postal surveys were the preferred method for gathering market...

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