Abstract

The study investigates the contextual cues which affect response rates of online surveys and bias the results. An experimental design on the response rates and survey results of the visitors to a tourist destination demonstrated that the researcher's identity and the sponsorship would influence the response rates, and the combined arrangement may increase the response rates up to 45%. Due to the amount of spamming online and consumers' hectic lifestyle, the credibility of solicitation messages is of paramount importance. The mention of the destination in the solicitation message will draw certain type of visitors to respond.

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How Contextual Cues Influence Response Rates and Results of Online Surveys

The study investigates the contextual cues which affect response rates of online surveys and bias the results. An experimental design on the response rates and survey results of the visitors to a tourist destination demonstrated that the researcher's identity and the sponsorship would influence the response rates, and the combined arrangement may increase the response rates up to 45%. Due to the amount of spamming online and consumers' hectic lifestyle, the credibility of solicitation messages is of paramount importance. The mention of the destination in the solicitation message will draw certain type of visitors to respond.