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

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 research survey data (McDonald & Adam 2003). With over one billion internet users worldwide (Internet World Statistics 2007), it is no surprise that more and more market research firms are using online surveys. One of the most common online market research tools is the internet panel survey (Nancarrow et al.2001; Couper 2005; Goritz & Wolff 2007). An internet survey...

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