Response rates - avoiding the red herrings

This paper argues that truly active and fully beneficial panel management can only be achieved by identifying and exploring the various factors affecting response rates.

Response rates – avoiding the red herrings

Andrei PostoacaIpsos Interactive Services Europe, Romania

INTRODUCTION

Online panel management can be a virtual pool of red herrings.1Arguments on how to properly use an online panel of respondents have been won many times by directing attention from misuse to overuse. Response rates have also been falsely brought into the argument; irrelevant topics such as the danger of professionalism in respondents associated with intensified panel usage, fatigue associated with over-solicitation, or other speculations on the psychology of respondents having been presented to divert attention from the original issue of how to...

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