Improving retention rate and response quality in Web-based surveys

摘要

This study centers on three parameters that can influence responses to Web-based surveys: personalization, the periodicity of follow-up mailings and incentives based on prize draws. The results show the need to send a lower number of reminders with personalized e-mail messages when the aim is for respondents to complete the full questionnaire. In contrast, the use of post-incentives based on prize draws was not found to have a significant effect on retention rate when used alone or in combination with personalized messages and/or a lower number of reminders. Moreover, none of the above factors, except personalization, improves response quality when used separately or in conjunction.