Web Survey Bibliography
Title Ideal and maximum length for a web survey
Author Revilla, M.; Ochoa, C.
Source International Journal of Market Research; 59, 5, pp. 557-566
Year 2017
Access date 24.10.2017
Abstract This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016. It is a question that is frequently asked, even if research has already been carried out on the impact of survey length on non-response or data quality. The study conducted for this paper concluded that the ideal survey length is a median of 10 minutes and that the maximum survey length is 20 minutes. The reported lengths were significantly linked to the fact that respondents liked answering the survey and that they trusted that their data are treated in an anonymous way, but were not found to be linked to the socio-demographic variables tested, except age in the case of maximum length.
Access/Direct link Journal Homepage (abstract) / (full text)
Year of publication2017
Bibliographic typeJournal article
Full text availabilityAvailable on request
Web survey bibliography - Ochoa, C. (12)
- Ideal and maximum length for a web survey; 2017; Revilla, M.; Ochoa, C.
- Making use of Internet interactivity to propose a dynamic presentation of web questionnaires; 2016; Revilla, M.; Ochoa, C.; Turbina, A.
- An experiment comparing grids and item-by-item formats in web surveys completed through PCs and smartphones...; 2016; Revilla, M.; Toninelli, D.; Ochoa, C.
- New Generation of Online Questionnaires?; 2016; Revilla, M.; Ochoa, C.; Turbina, A.
- Quality of Different Scales in an Online Survey in Mexico and Colombia; 2016; Revilla, M.; Ochoa, C.
- Who Has Access to Mobile Devices in an Online Opt-in Panel? An Analysis of Potential Respondents for...; 2015; Revilla, M.; Toninelli, D.; Ochoa, C.; Loewe, G.
- Open narrative questions in PC and smartphones: is the device playing a role?; 2015; Revilla, M.; Ochoa, C.
- Can a non-probabilistic online panel achieve question quality similar to that of the European Social...; 2015; Revilla, M.; Saris, W. E.; Loewe, G.; Ochoa, C.
- What are the Links in a Web Survey Among Response Time, Quality, and Auto-Evaluation of the Efforts...; 2015; Revilla, M.; Ochoa, C.
- Do online access panels really need to allow and adapt surveys to mobile devices? ; 2014; Revilla, M.; Toninelli, D.; Ochoa, C.; Loewe, G.
- The need of and the demand for completing surveys on mobile devices; 2014; Toninelli, D., Revilla, M., Ochoa, C.
- What are the Links in a Web Survey Among Response Time, Quality, and Auto-Evaluation of the Efforts...; 2014; Revilla, M., Ochoa, C.