A View from the Top – A Comprehensive Analysis of Post-Recruitment Factors in a Consumer Panel Operation
Abstract:
In a recent study involving a mixed-mode experiment to recruit members to a consumer panel, Rao, Kaminska, and McCutcheon (2010) investigated the effect of various response-inducement techniques such as advance letters, monetary incentives, and telephone follow-up on panel recruitment. The experiment was successful in demonstrating that a combination of recruitment mode and one or more response inducements can maximize recruitment rate and minimize recruitment cost. While research focusing on how to effectively recruit individuals to a consumer panel is still growing, little has been done to understand how to retain recruited individuals in a consumer panel. Moving beyond this impasse in the literature, in this study, we continue our previous investigation into post-recruitment phase of surveying and retaining the recruited members in the panel. Specifically, we analyze three different aspects involved in a panel survey operation: attrition rates, survey completion rates and survey data quality. The study provides a comprehensive view of pre-and-post-recruitment factors involved in a consumer panel operation and is likely to have important implications for the usage of recruitment inducements on long term panel member participation and retention.
Recommended Citation:
Rao, K., Kaminska, O., & McCutcheon, A. L. (2010). A View from the Top – A Comprehensive Analysis of Post-Recruitment Factors in a Consumer Panel Operation. Paper presented at the Midwest Association for Public Opinion Research, Chicago.
Attached Documents:
- MAPOR 2010 Program (see page #8 for the mention)
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