Abstract:

This article reports on motivation in the process of online access panel recruitment and its impact on return rates, quantity of open answers and the time spent in answering the survey. The thesis is that motivation is a selection filter for the quality of panel members. Panellists primarily recruited by intrinsic motivation and not by financial reward systems are more attuned to surveys and this attribute has a positive effect on the efficiency of the panel members. To this purpose two samples are invited to take part in an online survey.