Maximizing participation from online survey panel members

Kylie Brosnan, Astrid Kemperman, Sara Dolnicar (Corresponding author)

Research output: Contribution to journalArticleAcademicpeer-review

9 Citations (Scopus)


Low survey participation from online panel members is a key challenge for market and social researchers. We identify 10 key drivers of panel members’ online survey participation from a qualitative study and then determine empirically using a stated choice experiment the relative importance of each of those drivers at aggregate and segment levels. We contribute to knowledge on survey participation by (a) eliciting key drivers of survey participation by online panel members, (b) determining the relative importance of each driver, and (c) accounting for heterogeneity across panel members in the importance assigned to drivers. Findings offer immediate practical guidance to market and social researchers on how to increase participation in surveys using online panels.
Original languageEnglish
Pages (from-to)416-435
Number of pages20
JournalInternational Journal of Market Research
Issue number4
Early online date6 Nov 2019
Publication statusPublished - 1 Jul 2021


  • non-response
  • online survey panels
  • stated choice experiment
  • survey participation
  • survey response behavior


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