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Career overall average relative response time of online panellists

Scientific and commercial researchers around the world are relying increasingly on the responder insights obtained from online panels. However, from the researcher viewpoint, what distinguishes a good panel from a bad one is not clear and new metrics need to be developed to consider panel health. Given that online panels are composed of individuals, it is proposed that new individual-based metrics, taken across an individual's career, should also be developed. This paper proposes that each respondent's overall average relative response time (OARRT) across all surveys they have completed is one such measure, and examines how it is affected by a range of control factors. Three cohorts of panellists “ that is, ‘ongoing’, ‘unsubscribers’ and ‘three-strikers’ “ are examined. We found that the number of surveys completed and the respondent's age affected OARRT across the three cohorts, with participation in other panels affecting OARRT for unsubscribers. Gender, education and employment status did not impact OARRT for any group. The results suggest there may be a learning effect.