You Can’t Put a Price Tag on a Survey Participant’s Enjoyment

Abstract

The article examines the use of Internet surveys in advertising research. The enhancement of the entertainment value of surveys as a means of improving the motivation of consumers to participate in and engage with them is considered. Research on survey respondents indicating that consumers who found surveys enjoyable were willing to take longer surveys and maintain their level of attention, this improving data quality, is examined. Attributes of surveys said by respondents to provide enjoyment are discussed including fostering a sense of community, having topics of interest and the belief of the respondent that his or her participation was of value.