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.
Effects of incentives and the Big Five personality dimensions on internet panellists' ratings
Andrea J. Larson Merck & Co
Daniel A. Sachau Minnesota State University
Until recently, postal surveys were the preferred method for gathering market...