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Low survey participation from online panel members is a key challenge for market and social researchers. We identify 10 key drivers of panel members' online survey participation from a qualitative study and then determine empirically using a stated choice experiment the relative importance of each of those drivers at aggregate and segment levels. We contribute to knowledge on survey participation by (a) eliciting key drivers of survey participation by online panel members, (b) determining the relative importance of each driver, and (c) accounting for heterogeneity across panel members in the importance assigned to drivers. Findings offer immediate practical guidance to market and social researchers on how to increase participation in surveys using online panels. [ABSTRACT FROM AUTHOR]

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in sociodemographic characteristics and display different survey completion rates. Online market research is struggling with sample representativity. The analysis of more than ten million survey invitations, as well as stated device preference information, suggests that web survey respondents who are members of online panels still mostly use their personal computers, but do express increasing interest in using smartphones and tablets. Survey completion rates do vary across devices, and device use is significantly associated with socio-demographic characteristics and length of membership on a panel. Therefore, researchers must not limit respondents to use a specific device for completing a survey as this may compromise the quality of the survey completion experience, increase nonresponse error and negatively affect representativity. [ABSTRACT FROM AUTHOR]