Web Survey Bibliography
A common practice in banner ad design is to include an incentive for click-through. A study which compared an intrinsic-appeal with an extrinsic-appeal banner ad in generating click-throughs to a Web-based survey is discussed. Among the notable findings were that banners ads with intrinsic appeal - those with cues through message content - generated significantly more click-throughs than banners ads with extrinsic appeal - those with such cues as prizes, color and sound. But click-through rates overall remained low. In fact, market researchers should use caution when investing in banner ads because of the findings indicating banners ads’ overall ineffectiveness in attracting respondents.
ProQuest (full text)
Web survey bibliography - Tuten, T. L. (4)
- An Exploratory Study of Participant Perceptions of In-Avatar Interviewing and Virtual Settings; 2009; Tuten, T. L., Dean, E.
- Banner-advertised Web surveys; 2000; Tuten, T. L., Bosnjak, M., Bandilla, W.
- Getting a foot in the electronic door Understanding why people read or delete electronic mail; 1997; Tuten, T. L.
- Electronic methods of collecting survey data: A review of E-research; 1997; Tuten, T. L.