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Activity Number: 252
Type: Contributed
Date/Time: Monday, July 30, 2012 : 2:00 PM to 3:50 PM
Sponsor: Section on Survey Research Methods
Abstract - #306743
Title: Dynamics of Web Panel Attrition Across Cohorts, 2008--2010: A GfK-Knowledge Networks Case Study
Author(s): Curtiss Cobb*+ and Charles DiSogra and Erlina Hendarwan and Kristine Janus
Companies: GfK CRNA and GfK CRNA and GfK CRNA and GfK CRNA
Address: 2100 Geng Road, Palo Alto, CA, 94303, United States
Keywords: Online surveys ; Web panels ; Probability panels ; panel attrition
Abstract:

An important development in survey research has been the use of Internet panels, where pre-recruited individuals agree to participate in online research studies. One methodological concern with Internet panels is whether members with certain characteristics leave sooner after recruitment than others. Past studies have provided snap-shot evidence of disproportionate panel attrition among single cohorts of respondents. However, the Internet and how individuals use it is ever evolving, and so too should panel attrition trends. We use data from the GfK-Knowledge Networks (GfK-KN) probability-based Internet panel to explore the dynamics of attrition across three cohorts of recruited panelists: 2008, 2009, and 2010. Preliminary results show that while only approximately 39% of new recruits left GfK-KN's Internet panel within six months of joining in 2008, approximately 53% left within six months of joining in 2010. While attrition has always been higher among younger adults (18-29), it increased more among older adults. Attrition also increased more among higher educated individuals. Conversely, the rate of attrition among Spanish language survey takers has decreased over time.


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