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Determinants of Participation and Response Effort in Web Panel Surveys

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  • Brüggen, Elisabeth
  • Dholakia, Utpal M.

Abstract

Web panels are widely employed to conduct marketing research surveys, yet little is known regarding why consumers join web panels or participate in web surveys. The present research investigated the effects of individuals' motivational traits on whether they joined web panels, participated in surveys upon joining, and the effort they put into their responses. A longitudinal study employing population profiling gathered personality measures from the entire population of potential panelists (N=751) and invited them to join a web panel. Those accepting (N=503) were sent a series of six marketing research surveys. Results revealed that consumers' need for cognition, curiosity, agreeableness and extraversion were significant predictors of joining the web panel. The first three traits also predicted survey participation, as did openness to experience. Among participants, response effort was affected the greatest by curiosity, extraversion, and conscientiousness. An additional experiment, conducted with 327 participants, ruled out a selection bias explanation for some results. These findings provide useful insights to researchers using web panels, and point out limitations with using strictly demographics-based weighting schemes when selecting web panels.

Suggested Citation

  • Brüggen, Elisabeth & Dholakia, Utpal M., 2010. "Determinants of Participation and Response Effort in Web Panel Surveys," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 239-250.
    • Handle: RePEc:eee:joinma:v:24:y:2010:i:3:p:239-250
    DOI: 10.1016/j.intmar.2010.04.004
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    References listed on IDEAS

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    1. Albaum, Gerald S. & Evangelista, Felicitas & Medina, Nila, 1998. "Role of Response Behavior Theory in Survey Research: A Cross-National Study," Journal of Business Research, Elsevier, vol. 42(2), pages 115-125, June.
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    3. Peterson, Robert A, 2001. "On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 450-461, December.
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    1. Rössler, Christoph & Rusch, Hannes & Friehe, Tim, 2019. "Do norms make preferences social? Supporting evidence from the field," Economics Letters, Elsevier, vol. 183(C), pages 1-1.
    2. Jian Han & Miaodan Fang & Shenglu Ye & Chuansheng Chen & Qun Wan & Xiuying Qian, 2019. "Using Decision Tree to Predict Response Rates of Consumer Satisfaction, Attitude, and Loyalty Surveys," Sustainability, MDPI, vol. 11(8), pages 1-13, April.
    3. Menegaki, Angeliki, N. & Olsen, Søren Bøye & Tsagarakis, Konstantinos P., 2016. "Towards a common standard – A reporting checklist for web-based stated preference valuation surveys and a critique for mode surveys," Journal of choice modelling, Elsevier, vol. 18(C), pages 18-50.
    4. Balogh, P. & Bai, A. & Popp, J. & Huzsvai, L. & Jobbágy, P., 2015. "Internet-orientated Hungarian car drivers’ knowledge and attitudes towards biofuels," Renewable and Sustainable Energy Reviews, Elsevier, vol. 48(C), pages 17-26.

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