How Contextual Cues Impact Response and Conversion Rates of Online Surveys
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Authors
Pan, Bing
Woodside, Arch
Meng, Feng
Date
2014Type
Journal Article
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Pan, Bing and Woodside, Arch and Meng, Feng. 2014. How Contextual Cues Impact Response and Conversion Rates of Online Surveys. Journal of Travel Research. 53 (1): pp. 58-68.
Source Title
Journal of Travel Research
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Collection
Abstract
This study investigates how three contextual cues—researcher identity, sponsor identity, and incentive type—affect response and conversion rates of online conversion surveys. Applying an experimental design via an online survey of information inquirers to a tourist destination, the study demonstrates that researcher identity and sponsor identity affect the response rates, and the specific arrangement can increase the response rate substantially. The three contextual cues do not affect conversion rates significantly
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