Measuring the effects of access control, confidentiality statements, and results display in Web-based marketing research surveys
The purpose of this research is to examine three important issues that affect the validity of Web-based marketing research surveys. Questionnaires posted on the Internet are the quickest, most efficient method of gathering survey data, but their validity is questionable. The issues examined in the study are as follows: 1. Sample control using access control IDs is investigated to determine the effect on response rate and quality. Quality in the study is measured by the percentage of unanswered questions. 2. The effect of confidentiality statements on response rate and quality is examined. 3. Increasing motivation for user participation through the promise and display of current cumulative results is investigated. The variable response rate is used to determine the effect on motivation. Data was gathered through a set of marketing research surveys posted on the World Wide Web. Subjects were invited to participate through personalized e-mail invitations. The analysis suggests that the researcher can employ access control IDs for controlling the sample without a significant loss of response rate and quality caused by users' concerns over identification with their personal information. The study shows that posting a confidentiality statement to alleviate consumers' concerns over identification with and use of their personal information has no significant effect on response rate and quality. Finally, the research demonstrates a lack of evidence that promising the display of survey results immediately after the user's completion of Web-based surveys increases response rates.