New ways of panel recruiting - counting on curiosity and interest, not on rewards

Jörg Otto Hellwig and Stefan Vosskötter

This article reports on motivation in the process of online access panel recruitment and its impact on return rates, quantity of open answers and the time spent in answering the survey.

New ways of panel recruiting - counting on curiosity and interest, not on rewards

Jörg Otto Hellwig and Stefan VosskötterGlobalpark, Germany

FROM RECRUITS TO RESPONDENTS

“Why should I take part in a survey?” is a question every single potential respondent is confronted with, as this is the central motivation question. The answer to this question is decisive for the later results. Survey research and market research are highly dependent on the co-operation of respondents. The return rate and the quality of given answers are a benchmark of the research efficiency. This applies to all kinds of survey...

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