Maximizing respondent engagement: the use of rich media
Jennifer ReidVision Critical, Canada
Monique Morden and Angus ReidVision Critical and Angus Reid Strategies, Canada
The market research industry depends on the continued cooperation of respondents in the research process; rich media techniques are one method for achieving that goal in the fastest growing data collection mode – online surveys.
This paper outlines the results of a quantitative study using a split sample design to demonstrate increased respondent engagement and better data quality from Fusion surveys (online surveys incorporating rich media techniques) versus Flat surveys (traditional online...