Individual Differences in Motivation to Participate in Online Panels (original) (raw)
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International Journal of Market Research, 2011
The majority of online research is now conducted via discontinuous online access panels, which promise high response rates, sampling control, access to populations that are hard to reach, and detailed information about respondents. To sustain a critical mass of respondents, overcome panel attrition and recruit new panel members, marketers must understand how they can predict and explain what motivates people to participate repeatedly in online surveys. Using the newly developed survey participation inventory (SPI) measure, we identify three clusters of participants, characterised as voicing assistants, reward seekers and intrinsics. Our results suggest that most online surveys are filled out by intrinsically motivated respondents that show higher participation rates, response effort and performance; incentives do not offer an important response motive.
Validation of the voluntary participation in online surveys scale
A comprehensive understanding of participants' motives to complete web-based surveys has the potential to improve data quality. In this study we tested the construct validity of a scale developed to measure motivation to participate in webbased surveys. We expected that 7 different motivations observed in our previous study will form a 3-factor structure, as predicted by Self-Determination Theory. This web-based questionnaire study comprised 257 participants completing the Voluntary Participation in Online Studies Scale. Their responses to 21 items underwent a principal component analysis and confi rmatory factor analysis. As we expected, three factors were identifi ed: intrinsic motivation, extrinsic motivation and amotivation. In line with Self-Determination Theory there are three distinct groups of motives among web-surveys participants with amotivation as an understudied motivational state. We discuss the results suggesting which types of motivation might lead to higher quality of data with an emphasis on possible negative effects of amotivation.
Identifying ways to efficiently maximize the response rate to surveys is important in survey-based research. However, evidence on the response rate effect of donation incentives and especially altruistic and egotistic text appeal interventions is sparse and ambiguous. Via a randomized survey experiment among 6,162 members of an online survey panel, this article shows how low-cost incentives and cost-free text appeal interventions may affect the survey response rate in online panels. The experimental treatments comprise (a) a cash prize lottery incentive, (b) two donation incentives that promise a monetary donation to a good cause in return for survey response, (c) an egotistic text appeal, and (d) an altruistic text appeal. Relative to a control group, we find higher response rates among recipients of the egotistic text appeal and the lottery incentive. Donation incentives yield lower response rates.
Effect of Topic Sensitivity on Online Survey Panelists’ Motivation and Data Quality
Journal of Marketing Theory and Practice, 2016
This research investigates the effect of topic sensitivity on panelists' motivations and data quality. An Internet survey in which topic sensitivity varied (high, low) was conducted with panelists using the Survey Participation Inventory (SPI). A two-factor structure based on intrinsic versus extrinsic motivations was used to cluster respondents. A two-way factorial MANOVA between the sensitivity conditions and clusters assessed self-report data quality, completion time, extreme response style, and response dispersion. Panelists' motivations decreased in the high sensitivity topic condition. However, extrinsic rewards appeared to fortify intrinsic motives without seriously compromising data quality for panelists asked to respond to sensitive questions.
Incentives to participate in online research
Proceedings of the 32nd annual ACM conference on Human factors in computing systems - CHI '14, 2014
The recruitment of participants for online survey research presents many challenges. In this work, we present four experiments examining how two different kinds of "surprise" financial incentives affect the rate of participation in a longitudinal study when participants are initially solicited with either an appeal to intrinsic motivation to participate in research or one that also offers extrinsic financial incentives. We find that unexpected financial incentives ("existence surprises") presented to people who click a recruitment advertisement focused on intrinsic incentives lead to a lower recruitment rate than do the same incentives offered to those who clicked an advertisement that led them to expect it. However, when potential participants expect a financial incentive, surprising them with a higher amount ("amount surprises") yields a higher recruitment rate. We interpret these results in the context of crowding theory. Neither type of surprise affected ongoing participation, measured as the number of questions and questionnaires completed over the course of the study.
Willingness to participate in in-the-moment surveys triggered by online behaviors
Behavior Research Methods
Surveys are a fundamental tool of empirical research, but they suffer from errors: in particular, respondents can have difficulties recalling information of interest to researchers. Recent technological developments offer new opportunities to collect data passively (i.e., without participant’s intervention), avoiding recall errors. One of these opportunities is registering online behaviors (e.g., visited URLs) through tracking software (“meter”) voluntarily installed by a sample of individuals on their browsing devices. Nevertheless, metered data are also affected by errors and only cover part of the objective information, while subjective information is not directly observable. Asking participants about such missing information by means of web surveys conducted in the moment an event of interest is detected by the meter has the potential to fill the gap. However, this method requires participants to be willing to participate. This paper explores the willingness to participate in in...
Internet Research, 2005
Purpose – To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research. Design/methodology/approach – The paper is divided into four major sections: an analysis of the strengths and potential weaknesses of online surveys; a comparison of online surveys with other survey formats; a discussion on the best uses for online surveys and how their potential weaknesses may be moderated; and an overview of the online survey services being offered by the world’s largest research firms. Findings – If conducted properly, online surveys have significant advantages over other formats. However, it is imperative that the potential weaknesses of online surveys be mitigated and that online surveys only be used when appropriate. Outsourcing of online survey functions is growing in popularity. Practical implications – The paper provides a very useful source of information and impartial advice for any professional who is considering the use of online surveys. Originality/value – The paper synthesizes the vast literature related to online surveys, presents original material related to survey methodology, and offers a number of recommendations.
Survey research methods, 2020
In this paper, we examine rates of careless responding and reactions to detection methods (i.e., attention check items and instructions) in an experimental setting based on two different samples. First, we use a quota sample (with monetary incentive), a central data source for internet-based surveys in sociological and political research. Second, we include a voluntary opt-in panel (without monetary incentive) well suited for conducting survey experiments (e.g., factorial surveys). Respondents' reactions to the detection items are analyzed by objective, nonreactive indicators (i.e., break-off, item nonresponse, and measurement quality), and two self-report scales. Our reaction analyses reveal that the detection methods we applied are not only well suited for identifying careless respondents, but also exert a motivational rather than a demotivating influence on respondents' answer behavior and, hence, contribute to data quality. Furthermore, we find that break-off behavior differs across both samples suggesting that results from methodological online studies on the basis of incentivized samples do not necessarily transfer to online studies in general.
The value of online surveys: a look back and a look ahead
Internet Research
Purpose The purpose of this paper is to present a detailed and critical look at the evolution of online survey research since Evans and Mathur’s (2005) article on the value of online surveys. At that time, online survey research was in its early stages. Also covered are the present and future states of online research. Many conclusions and recommendations are presented. Design/methodology/approach The look back focuses on online surveys, strengths and weaknesses of online surveys, the literature on several aspects of online surveys and online survey best practices. The look ahead focuses on emerging survey technologies and methodologies, and new non-survey technologies and methodologies. Conclusions and recommendations are provided. Findings Online survey research is used more frequently and better accepted by researchers than in 2005. Yet, survey techniques are still regularly transformed by new technologies. Non-survey digital research is also more prominent than in 2005 and can b...