PC, phone or tablet? Use, preference and completion rates for web surveys

Brosnan, Kylie, Gruen, Bettina and Dolnicar, Sara (2017) PC, phone or tablet? Use, preference and completion rates for web surveys. International Journal of Market Research, 59 1: 35-56. doi:10.2501/IJMR-2016-049

Author Brosnan, Kylie
Gruen, Bettina
Dolnicar, Sara
Title PC, phone or tablet? Use, preference and completion rates for web surveys
Journal name International Journal of Market Research   Check publisher's open access policy
ISSN 1470-7853
Publication date 2017-01-01
Year available 2017
Sub-type Article (original research)
DOI 10.2501/IJMR-2016-049
Open Access Status Not yet assessed
Volume 59
Issue 1
Start page 35
End page 56
Total pages 22
Place of publication Henley-on-Thames, Oxfordshire United Kingdom
Publisher World Advertising Research Center
Language eng
Abstract This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates. Online market research is struggling with sample representativity. The analysis of more than ten million survey invitations, as well as stated device preference information, suggests that web survey respondents who are members of online panels still mostly use their personal computers, but do express increasing interest in using smartphones and tablets. Survey completion rates do vary across devices, and device use is significantly associated with socio-demographic characteristics and length of membership on a panel. Therefore, researchers must not limit respondents to use a specific device for completing a survey as this may compromise the quality of the survey completion experience, increase non-response error and negatively affect representativity.
Keyword Comparing Response Rates
Mail Surveys
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
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Created: Sun, 05 Mar 2017, 01:00:36 EST by Web Cron on behalf of UQ Business School