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MRS Silver Medal 2022

INDUSTRY NEWS: May 31 2022: The finalists for the Market Research Society’s silver medal for the best paper from volume 63 of the International Journal of Market Research (IJMR) are due to be announced on June 10th 2022. The medal recognises academic and practitioner authors with affiliations in the UK as well as Australia, the Netherlands and the USA. Two of the finalists are Australian papers.

The IJMR paper co-authored by Kylie Brosnan  (The Social Research Centre), Astrid Kemperman (Eindhoven University of Technology) and Sara Dolnicar (The University of Queensland) is titled Maximizing participation from online survey panel members.

Low survey participation from online panel members is a key challenge for market and social researchers. This paper identifies ten 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. Each of the ten drivers affects online panel survey participation of specific respondents’ segments differently. A small segment of Mercenary Responders are most influenced by the monetary incentive payment but are also discerning of survey characteristics such as their interest in the topic, survey length, software functionality and ease of completion. Mercenary Responders invest the least possible effort. Decliners are a segment also interested in the monetary incentive but are not influenced by knowledge or interest in the topic. They have the highest rate of declining invitations. The largest segment is a group named Regular Responders. They are the most likely segment to complete a survey. A monetary incentive is the strongest driver of participation, but it is not as important as it is for Mercenary Responders and Decliners. Regular Responders are not overly concerned about survey characteristics or having a relationship with the brand/organisation, but they do care about their responses benefiting others.

This paper is one of five experiments from Kylie Brosnan’s thesis Data quality in online surveys: Essays on improving respondent participation and response effort. The conclusions from this thesis call for participant-centric strategies to engage attention and increase motivation to complete a survey with considered effort. Due to the multiple contextual factors that affect survey participation and response effort, a set of performance indicators should be collected to inform the personalisation of survey design for panel members. The benefit to the market and social research industry is knowing how to gain cooperation from survey participants to complete the survey diligently, which improves online survey data quality.

Funded by an Australian Research Council Linkage Grant (2013-17), through a collaboration between leading research academics and practitioners to run and publish new experiments in survey design. The ARC Linkage Partners included: The Research Society, University of Queensland, Johannes Kepler Universität Linz, Vision Critical, McNair Yellow Squares, Research Now, TEG Insights and Colmar Brunton.

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The other Australian finalist is the paper  Measuring advertising’s effect on mental availability, by authors Kelly Vaughan, Armando Maria Corsi, Virginia Beal and Byron Sharp (Ehrenberg-Bass Institute for Marketing Science). This paper shows that the impact of advertising on consumer memory can be observed using mental availability metrics.

Our congratulations to all the finalists.

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