Effects of Web Page Design and Reward Method on College Students' Participation in a Web-based Survey

3 Acknowledgments. 5 List of Tables . 12 List of Figures . 14 Chapter One: Introduction . 15 Background of the Study . 15 Statement of Problem. 18 Purpose of the Study . 21 Research Questions. 22 Research Hypotheses . 23 Significance of the Study . 24 Delimitations. 26 Limitations . 26 Definitions of Terms . 27 Chapter Two: Literature Review . 30 Introduction to the Literature . 30 Generally Surveying Methodologies . 30 Advantages vs. Disadvantages of Web-based Surveys: . 34 Advantages. 34 Speed and cost. 35 Unique features . 36 7 Potential representation of the general public. 38 Disadvantages . 40 The Internet coverage issue . 40 Uncontrolled samples. 42 Difficulty in attracting and retaining potential participants. 43 Technological issues . 45 Section Summary . 47 Participations in Web-based Surveys. 47 Participations in the Web-mode Surveys. 48 Participations in the Mixed-mode Surveys . 51 Section Summary . 55 Design Considerations of Web-Base Surveys . 56 Experiments on Web Survey Design . 57 Web Survey Design Guidelines . 62 Section Summary . 71 Contact and Reward Methods in Web-based Surveys. 71 Contact Methods . 71 Incentives and Lottery. 73 Section Summary . 77 Summary of Literature Review. 78 Chapter Three: Methodology. 80 Research Design. 80 8 Operational Definitions of the Variables . 82 Independent Variables . 82 Dependent Variables. 83 Identification of Population . 83 Sampling Plan . 84 Instrumentation . 86 Selection of the Survey Instrument. 87 Two Experimental Conditions of Design . 88 Pilot Study. 90 Procedures of the Pilot Study. 90 Reliability Results. 95 Statistical Results . 95 Data Collection Procedures. 96 Data Analysis Procedures . 97 Analysis of Research Question One . 98 Analysis of Research Question Two and Three. 99 Chapter Four: Findings . 100 Data Collection Procedures. 100 Description of Participation . 101 Data Screening and Entry . 113 Reliability Results. 114 Assumption Testing Results . 115 9 Assumption Testing for Chi-Square Test . 115 Assumption Testing for Two-way ANOVA. 117 Hypothesis Testing Results. 119 Hypothesis 1: Submitted Response Rates by Survey Web page Design and Reward Method. 120 Hypothesis 2: Difference of Time Duration to Complete a Survey by Survey Web Page Design and Reward Method. 130 Hypothesis 3: Difference in Number of Answered Items by Survey Web Page Design and Reward Method. 138 Additional Findings . 143 Abandonment. 143 Drop Outs. 143 Effects of Follow-up Reminders. 144 Gender Difference. 145 Chapter Five: Summary, Limitation, Conclusion, and Recommendation . 146 Summary of the Study . 146 Summary of the Findings. 148 Hypothesis 1: Survey Design and Reward Method on Submitted Response Rate . 150 Hypothesis 2: Time Duration between Survey Design and Reward Method . 155 10 Hypothesis 3: Number of Answered Items by Survey Design and Reward Method . 157 Limitations . 159 Conclusions. 160 Recommendations for Future Web-based Survey Design and Studies . 163 References . 166 Appendices . 179 Appendix ASurvey in Single-page Design. 180 Appendix BSurvey in Multiple-page Design . 181 Appendix CEmail to the No-incentive Group in Single-page Design . 182 Appendix DEmail to the No-incentive Group in Mu