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The impact of survey length, interactivity and participant involvement on intentions and satisfaction across multiple panels
conference contribution
posted on 2011-01-01, 00:00 authored by Andrea VocinoAndrea Vocino, Michael PolonskyMichael PolonskyThis 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.
History
Event
Australia and New Zealand Marketing Academy conference (2011 : Perth, W. A.)Pagination
1 - 10Publisher
ANZMACLocation
Perth, W.A.Place of publication
Perth W. A.Start date
2011-11-28End date
2011-11-30ISBN-13
9780646563305Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2011, The AuthorsEditor/Contributor(s)
M MacCarthy, D SandersTitle of proceedings
ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?Usage metrics
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