Walston, Lissitz, and Rudner (2006) also varied the stated length of the survey to be either 5 or 15 min (although the real survey lengths were identical in both versions) and used a scrolling design in order to present all questions on the same page. For example, after randomly assigning respondents to one of the three surveys with different announced lengths-10, 20, or 30 min- Galesic and Bosnjak (2009) found that the short announced time was associated with a higher start rate, screening rate, and completion rate. The first approach is to manipulate the announced length of the survey in the survey invitation or introduction while keeping the real survey length identical. Several approaches have been undertaken when exploring the effect of survey length on survey participation in web surveys. A more recent paper reviewed the effect of a broader set of factors on web survey response rates, including survey instrument development, survey delivery strategy, survey participation, and survey return methods ( Fan & Yan, 2010). In another analysis of published studies on surveys through e-mails, Sheehan (2001) showed that the time the survey was conducted and the number of follow-ups were the only two significant factors affecting response rate.
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One meta-analysis examining the impact of survey design factors on web survey response rates ( Cook, Heath, & Thompson, 2000) found that among the 15 factors examined, the number of contacts, personalization of the letter, and precontact contributed significantly to high response rates other factors-such as the sensitivity of the survey questions, the length of the survey, and whether a password was required-were less relevant.
Extensive survey methodology research has shown that various factors contribute to a survey’s completion rate (e.g., see Dykema, Stevenson, Klein, Kim, & Day, 2013 Petrovčič, Petrič, & Manfreda, 2016 Sauermann & Roach, 2013).
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