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Web Survey Bibliography

Title Maximizing Survey Participation for Retail Customers by Understanding Survey Mode and Incentive Preferences
Year 2012
Access date 30.06.2012

In this study 1,260 retail customers were asked about their likelihood to participate in a customer experience survey given different incentives and different survey mode options. Participants ranked their preferences for 15 incentives using Maximum Difference Scaling (MaxDiff). The incentives tested included sweepstakes drawings, giftcards and discounts, and “stacked” incentives that combined elements of both. Participants were also asked to rank their preferences for web, phone, or mail surveys under a variety of conditions (e.g., inbound versus outbound). Results confirm that discounts and giftcard incentives generally perform best but the right sweepstakes drawing can generate strong interest among potential survey respondents. As expected, computer users favored web-based surveys over phone and mail surveys. This group also favored inbound automated phone surveys over outbound phone surveys conducted with a live interviewer. Differences by demographic groups are also presented in an effort to identify which incentives and which survey modes may lead to increased non-response for some subgroups of retail consumers.

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Conference Homepage (abstract)

Year of publication2012
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 67th Annual Conference, 2012 (50)