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STRATEGIES FOR INCREASING    ONLINE SURVEY PARTICIPATION      M. FOSTER, A. WARNER AND A. FROMANSupported by: Federal Econ...
OBJECTIVES OF THE PROJECT• Overall goal: • To identify strategies for encouraging   online survey participation• Research ...
THEORETICAL FRAMEWORK -          MOTIVATION• Knowledge sharing• Trust in virtual community• Trust in sponsor• Ability/self...
THEORETICAL FRAMEWORK -           SEGMENTATION                   High Information   Low InformationHigh Interaction   SMT ...
METHOD• Research Design • Online survey research• Sample: • 1501 • Demographically representative• Instrument: • Motivatio...
FACTOR ANALYSIS LOADINGS                                                               Creating Socializing   InfoSeekingS...
SOCIAL MEDIA USER GROUP      BEHAVIOURS                     CFI=.950
SMUG SEGMENTS                      High Information   Low InformationHigh Interaction      SMT Mavens         Socializers ...
MEAN MOTIVATIONAL CONSTRUCTSCORE BY SMUG SEGMENT (P<.000) Motivational Construct        SMT       Info    Minimally   Soci...
MOTIVATIONAL CONSTRUCT    DESCRIBES ME WELL OR SOMEWHAT                                                 Describes me Well ...
STRATEGIES EFFECTIVE FOR ALL SMUG  SEGMENTS (30%+ MORE LIKELY TO SHARE OPINIONS –              STRONGLY OR SOMEWHAT)Inform...
ADDITIONAL STRATEGIES EFFECTIVE FOR    INFO SEEKERS (30%+ MORE LIKELY TO SHARE             OPINIONS – STRONGLY OR SOMEWHAT...
DISCUSSION AND IMPLICATIONS•Existence of segments?•Characteristics?•Motivational differences?•Effective strategies?
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Strategies for Increasing Online Survey Participation

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Earlier this year, Delvinia partnered with Dr. Mary Foster, Professor of Marketing at Ryerson University's Ted Rogers School of Management, to understand the underlying motivation for consumers to participate in market research in the digital age. Dr. Foster recently presented the findings of the research study at the 2012 Summer Marketing Educators’ Conference, hosted by the American Marketing Association in Orlando.

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Strategies for Increasing Online Survey Participation

  1. 1. STRATEGIES FOR INCREASING ONLINE SURVEY PARTICIPATION M. FOSTER, A. WARNER AND A. FROMANSupported by: Federal Economic Development Agency for Southern Ontario (FEDDEV Ontario) Applied Research and Commercialization Initiative
  2. 2. OBJECTIVES OF THE PROJECT• Overall goal: • To identify strategies for encouraging online survey participation• Research questions: • Existence of segments? • Characteristics? • Motivational differences? • Effective strategies?
  3. 3. THEORETICAL FRAMEWORK - MOTIVATION• Knowledge sharing• Trust in virtual community• Trust in sponsor• Ability/self-efficacy• Reciprocity – virtual community• Reciprocity – sponsor• Altruism• Social interaction• Privacy
  4. 4. THEORETICAL FRAMEWORK - SEGMENTATION High Information Low InformationHigh Interaction SMT Mavens SocializersLow Interaction Info Seekers Minimally Involved
  5. 5. METHOD• Research Design • Online survey research• Sample: • 1501 • Demographically representative• Instrument: • Motivational constructs • Segmentation • Strategies
  6. 6. FACTOR ANALYSIS LOADINGS Creating Socializing InfoSeekingStatement α=.840 α=.823 α=.752Q2_11: Posting content to content sharing sites such as .812Tumblr, Digg, Reddit, Technorati or YouTube.Q2_8: Publishing or updating your personal webpage .770(excluding social networking sites).Q2_4: Posting to a micro-blogging service such as .745Twitter.Q2_1: Writing articles or blogs to post online for others to .722read and comment on.Q2_2: Visiting social networking sites, such as .894Facebook, LinkedIn or MySpace.Q2_7: Maintaining/updating your profile on a social .754networking site.Q2_6: Posting comments to someone else’s social .746networking page/account.Q2_12: Reading customer ratings and/or .837product/service reviews.Q2_13: Using a search engine to find information prior to .801a product or service purchase.Q2_3: Reading online forums, blogs and discussion .632groups written by others.
  7. 7. SOCIAL MEDIA USER GROUP BEHAVIOURS CFI=.950
  8. 8. SMUG SEGMENTS High Information Low InformationHigh Interaction SMT Mavens Socializers (7%) (26%)Low Interaction Info Seekers Minimally (18%) Involved (49%)
  9. 9. MEAN MOTIVATIONAL CONSTRUCTSCORE BY SMUG SEGMENT (P<.000) Motivational Construct SMT Info Minimally Socializ Total(The lower, the more the Mavens Seekers Involved ers (n=1501)construct describes the (n=103) (n=273) (n=730) (n=395)respondent)Knowledge Sharing 6.8 7.6 11.3 9.1 9.8Trust in Virtual Community 7.4 8.9 11.4 9.6 10.2Trust in Sponsor 6.5 6.4 9.2 7.5 8.0Ability/Knowledge 6.3 7.6 10.1 8.9 9.5Sharing Self-EfficacyReciprocity Virtual 6.5 7.9 11.6 9.0 9.9CommunityReciprocity Sponsor 6.2 7.1 10.0 8.2 8.7Altruism 6.4 7.3 10.0 8.2 8.8Social Interaction 9.3 11.7 15.6 13.3 13.9Privacy 9.6 10.3 11.9 10.7 11.1
  10. 10. MOTIVATIONAL CONSTRUCT DESCRIBES ME WELL OR SOMEWHAT Describes me Well or Somewhat No. ofMotivational Construct Statements Mean % Mean % Mean % Total SMT Mavens Info Seekers Sample (n=103) (n=273) (n=1501)Knowledge Sharing 3 35 63 56Trust in Virtual Community 3 27 53 40Trust in Sponsor 3 57 66 72Ability/Knowledge Sharing Self- 3 34 69 53EfficacyReciprocity Virtual Community 3 30 66 51Reciprocity Sponsor 3 54 72 71Altruism 3 41 67 58Social Interaction 4 22 59 36Privacy 4 53 60 57
  11. 11. STRATEGIES EFFECTIVE FOR ALL SMUG SEGMENTS (30%+ MORE LIKELY TO SHARE OPINIONS – STRONGLY OR SOMEWHAT)Information about how the sponsor of the onlinecommunity protects the personal information ofits members is prominently displayed.Members can earn points toward rewards for thequality of their contributions to their onlinecommunityThe online community enforces a code ofconduct.
  12. 12. ADDITIONAL STRATEGIES EFFECTIVE FOR INFO SEEKERS (30%+ MORE LIKELY TO SHARE OPINIONS – STRONGLY OR SOMEWHAT)Members can spend their reward points to access information on topics ofinterest that are not available to the general membership.The online community provides tips about how to make your contributionmeaningful (e.g. Structure, choice of words).The online community allows members with like-minded interests to contacteach other.Members have the ability to rate the contribution of others on a specifictopic (e.g. A star system).Sponsor recognizes outstanding contributions online for the wholecommunityMembers are not limited to written posts to share their opinions, but can postpictures, videos, etc.Members have the choice as to whether they reveal their true identity or usean avatar.
  13. 13. DISCUSSION AND IMPLICATIONS•Existence of segments?•Characteristics?•Motivational differences?•Effective strategies?

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