Selecting techniques for use in an internet survey

James B. Wiley (Department of Marketing and Department of Statistics, Temple University, Philadelphia, Pennsylvania, USA)
Vallen Han (New Zealand Post Office, Hutt City, New Zealand)
Gerald Albaum (Anderson School of Management, University of New Mexico, Albuquerque, New Mexico, USA)
Peter Thirkell (School of Marketing and International Business, Victoria University, Wellington, New Zealand)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 2 October 2009



The paper's aim is to illustrate the use of a technique that can help researchers choose which techniques, and at what level, to employ in an internet‐based survey.


A screening experiment, designed as a Plackett‐Burman design, is used to study main effects of 11 techniques for increasing survey response. Three measures of effect used are click rate, completion rate, and response rate. A convenience sample of students at a large university in New Zealand is used.


Follow‐up had significant impact on click rate; incentive and pre‐notification had a significant impact on completion rate; no technique had significant effect on response rate.

Research limitations/implications

Main effects are examined. Also, a limited number of approaches for each technique are studied.


This paper illustrates the use of a methodology that researchers, practitioner, and academics alike, can use to select techniques to employ in an internet survey. This is the first known application of the technique for selecting data collection techniques in marketing.



Wiley, J., Han, V., Albaum, G. and Thirkell, P. (2009), "Selecting techniques for use in an internet survey", Asia Pacific Journal of Marketing and Logistics, Vol. 21 No. 4, pp. 455-474.

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Copyright © 2009, Emerald Group Publishing Limited

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