An experimental study on the effects of personalization, survey length statements, progress indicators, and survey sponsor logos in web surveys

This study tests the effect of several factors on web survey response rates and on some other aspects of web survey data quality. The factors reviewed are e-mail personalization, survey length statements in the e-mail contact, use of progress indicators, and display of survey sponsor logos. Hypotheses are tested in a web survey experiment conducted with a university student sample (n 1⁄4 2;520). The results indicate that, of all considered factors, only personalization significantly increases the web survey response rate.

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