by Nikki Sandison, Brand Republic
The declining response rates and poor data quality of online surveys are the result of people becoming bored with the presentation and mechanics of what they are seeing, according to a study.
The study, carried out by Engage Research and Global Market Insite, claims that high drop-out rates compromise the quality of both sample and data.
It states that online questionnaires need to address key factors such as visual presentation, repetitive question formats and length in order to effectively engage respondents and maintain the “integrity and actionability” of research data.
Engage Reserach and GMI examined the drop-out rates from over 550 surveys and correlated these with survey length and question formats.
The study also asked a sample of 200 online panellists what bored and frustrated them in online questionnaires.
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