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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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.
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