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Unit (non)response in Web-based access panel surveys: An extended planned-behavior approach

The decision process when requested to participate in a Web survey is understood most appropriately by applying a psychological theory of human action. Consequently, this study utilized an extended version of Ajzen's theory of planned behavior to predict and explain the number of participations...

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Published in:Psychology & marketing 2005-06, Vol.22 (6), p.489-505
Main Authors: Bosnjak, Michael, Tuten, Tracy L., Wittmann, Werner W.
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Language:English
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description The decision process when requested to participate in a Web survey is understood most appropriately by applying a psychological theory of human action. Consequently, this study utilized an extended version of Ajzen's theory of planned behavior to predict and explain the number of participations in a five‐wave Web‐based panel study. Based on this model, the determinants of unit nonresponse in Web‐based surveys are one's attitude toward participating in Web surveys, internalized social pressure, perceived behavioral control, and extent of moral obligation toward participating. The results indicate a satisfactory predictive power of the model. Perceived behavioral control and attitude toward participation predict the intention to participate best, followed by internalized social pressure and moral obligation. The theoretical perspective pursued proved to be valuable in terms of its predictive and explanative power as well as its practical value for Web‐based survey research. © 2005 Wiley Periodicals, Inc.
doi_str_mv 10.1002/mar.20070
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source Business Source Ultimate【Trial: -2024/12/31】【Remote access available】; ABI/INFORM Global; Wiley-Blackwell Read & Publish Collection
subjects Attitudes
Behavior
Bias
Design techniques
Internet
Market surveys
Participation
Polls & surveys
Predictions
Psychological aspects
Research methodology
Response rates
Social exchange theory
Studies
title Unit (non)response in Web-based access panel surveys: An extended planned-behavior approach
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