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The impact of survey length, interactivity and participant involvement on intentions and satisfaction across multiple panels

Vocino, Andrea and Polonsky, Michael J. 2011, The impact of survey length, interactivity and participant involvement on intentions and satisfaction across multiple panels, in ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?, ANZMAC, Perth W. A., pp. 1-10.

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Title The impact of survey length, interactivity and participant involvement on intentions and satisfaction across multiple panels
Author(s) Vocino, Andrea
Polonsky, Michael J.
Conference name Australia and New Zealand Marketing Academy conference (2011 : Perth, W. A.)
Conference location Perth, W.A.
Conference dates 28-30 Nov. 2011
Title of proceedings ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?
Editor(s) MacCarthy, Martin
Sanders, Dale
Publication date 2011
Start page 1
End page 10
Publisher ANZMAC
Place of publication Perth W. A.
Keyword(s) online panels
response behaviour
survey participation
Summary This study examines how survey design characteristics impact on participant satisfaction, future intentions to complete surveys, and intention to recommend the survey to others, based on panel members, extracted from three different panels, who randomly received one out of eight developed surveys, varying length, involvement and interactivity. The experiment was designed for an Australian industry client. The multivariate analysis of covariance (MANCOVA hereafter) results suggest that there are differences based on the panels used, and longer surveys are viewed more positively. Interaction occurs between panels and involvement, but other two way interaction effects are insignificant. Implications for survey design and future research are discussed.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9780646563305
Language eng
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2011, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30041349

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Created: Mon, 09 Jan 2012, 11:51:19 EST by Katrina Fleming