Improving retention rate and response quality in Web-based surveys

This study centers on three parameters that can influence responses to Web-based surveys: personalization, the periodicity of follow-up mailings and incentives based on prize draws. The results show the need to send a lower number of reminders with personalized e-mail messages when the aim is for respondents to complete the full questionnaire. In contrast, the use of post-incentives based on prize draws was not found to have a significant effect on retention rate when used alone or in combination with personalized messages and/or a lower number of reminders. Moreover, none of the above factors, except personalization, improves response quality when used separately or in conjunction.

► Web survey: effect of personalization, remainders and post-incentives. ► Is useful to send remainder each 7 days to get increase the retention rate. ► Is useful to mix longer intervals combined with personalized e-mail messages. ► Personalization, reminders and incentives together do not improve response quality.