Dissertation/Thesis Abstract

A study of response in web-based surveys
by Conradt, Mary, Ed.D., Pepperdine University, 2011, 177; 3473366
Abstract (Summary)

The purpose of this study is to explore the relationship between web-based survey design and responses. Currently, the problem regarding the use of web-based surveys is the rate of response. As the usage of web-based surveys increase, response rates decrease. Not securing an adequate response rate has the potential to delay, and in some cases, jeopardize the entire study. Due to the limited empirical literature developed in this subject area, more research is needed to provide a better understanding of on-line research with respect to the self-administered approach. In response to this issue, this study was conducted to ascertain additional data to provide a better understanding and expand the body of knowledge that currently exists.

The study surveyed a random sample of 177 members of a Southern California University. A total of 144 participants (81%) responded to the survey. 5 research hypotheses were tested to see if there is or is not a significant difference between 2 groups: Group A (Pre-survey incentive only) and Group B (Pre-survey incentive and inner-survey social exchange incentive) with respect to likelihood of response; whether there is or is not a significant difference among preferences used as incentives; whether response rates are or are not significantly increased when motivation reciprocity versus scarcity is applied; whether response rates are or are not significantly increased when specific visual layouts are used in the survey design; and whether there is a significant difference between groups using reciprocation language and the group using scarcity language with respect to motivation in responding.

Study findings indicate there is not a statistically significant difference between the 2 comparison groups with regards to incentives received. Findings also revealed that there is a statistically significant difference with respect to an increase in response rates when incentives are used. However, the findings did not indicate a statistically significant difference with regard to an increase in responses with respect to methods of persuasions. Finally, the study found there is strong evidence that responses are increased when a specific visual layout is used in survey design.

Indexing (document details)
Advisor: Penderghast, Thomas
Commitee: Crawford, Peggy, McManus, John
School: Pepperdine University
Department: Education
School Location: United States -- California
Source: DAI-A 72/12, Dissertation Abstracts International
Subjects: Marketing, Social research, Social psychology
Keywords: Marketing segmentation, Online research, Social exchange, Social exchange theory, Survey incentives, Web-based surveys
Publication Number: 3473366
ISBN: 9781124876900