Perceived Survey Quality and Respondent Participation
Perceived Survey Quality and Respondent Participation

Summary/Abstract: 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.

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