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PERCEIVED SURVEY QUALITY AND RESPONDENT PARTICIPATION

Tomaž KOLAR ; Ekonomski fakultet, Ljubljana

Sažetak

This paper addresses the problem of decreasing response
rates in telephone survey research. It theoretically and
empirically investigates three important factors of survey
participation, namely survey quality, respondent satisfaction
and trust. For this purpose an interdisciplinary approach is
adopted, where services marketing framework is applied to
the field of survey research. The results confirm the
hypothesized relations among all three investigated
constructs and intended survey participation. Moreover, when
they are compared to a set of demographic variables,
perceived survey quality, respondent satisfaction and
respondent trust exhibit stronger relatedness with intended
survey participation. Additionally, results provide an insight
into how survey participation can be improved by focusing
on specific elements of interviewer conduct and
questionnaire design. Some further theoretical and research
implications of the applied framework and empirical results
are also discussed.

Ključne riječi

response rates; survey participation; survey quality; services marketing

Hrčak ID:

31156

URI

https://hrcak.srce.hr/31156

Datum izdavanja:

31.12.2008.

Podaci na drugim jezicima: hrvatski njemački

Posjeta: 1.770 *