Examining Completion Rates in Web Surveys via Over 25,000 Real-World Surveys

A survey’s completion rate is one of its most important data quality measures. There are quite a few published studies examining web survey completion rate through experimental approaches. In this study, we expand the existing literature by examining the predictors of web survey completion rate using 25,080 real-world web surveys conducted by a single online panel. Our findings are consistent with the literature on some dimensions, such as finding a negative relationship between completion rate and survey length and question difficulty. Also, surveys without progress bars have higher completion rates than surveys with progress bars. This study also generates new insights into survey design features, such as the impact of the first question type and length on completion rate.