Handbooks of Research Methods in Management series
Edited by Mark N.K. Saunders and Paul Tosey
Chapter 16: Now you see them, now you don’t: using online surveys in HRD longitudinal research
Online surveys are complex, with many factors affecting rates of response. Reasons for non-response are argued here to fall into three main categories: questionnaire design, personal motivation of respondents and distribution methods. The last category is particularly significant in relation to the assumed online preference of Generation X and Y.
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