Recruiting an online panel from another online survey: Consequences of framing and placement of the recruitment question

Johan Martinsson, Delia Dumitrescu, Karolina Riedel

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


Despite the fact that many online surveys today rely on online access panels, previous studies have primarily examined what makes respondents answer online surveys, rather than focusing on the recruitment process to such panels. One common method is to recruit panel members through another online survey. Through an experimental 2 x 3 design, we examine how the framing (altruistic vs. egoistic appeals) and the placement of recruitment questions (early, middle, or late in the survey) in such surveys influence recruitment efficiency and subsequent survey behavior. We find that altruistic appeals and middle or late placements increase the recruitment rates. Further, altruistic appeals promote higher degrees of future survey participation in the panel. Early recruitment questions also risk leading to more survey break-offs.

Original languageEnglish
Pages (from-to)339-351
Number of pages13
JournalInternational Journal of Public Opinion Research
Issue number2
Early online date29 Mar 2016
Publication statusPublished - 1 Jun 2017

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