Electronic Journal of Business Research Methods Volume 8 Issue 2 2010 (135 - 145)
by using brand logos and inspiring, varying and also Flash-animated questions, which should encourage the intrinsic motivation of respondents. On top of this, respondents received a detailed personalized evaluation directly at the end of the questionnaire as a non-monetary incentive, which should encourage also their extrinsic motivation. Online survey software usually offers a great choice of question types, but only a few possibilities to display survey results to the respondents (as this is still not common). However, existing functions still allows the creation of personalized evaluations, which should offer an adequate balance between scientific-based results and entertainment. The evaluation section starts with an overview about the research objectives and relevant results of previous studies. The next screen displays a personalized value profile in a radar chart according to Schwartz (2006, p. 2) and some further explanations. The subsequent screen introduces the concept of luxury brand personality followed by a personal profile of brand personality preferences, which provides respondents with some guidance for their next shopping trips. Entertaining features include a statement about their personal predisposition to suffer from a serious luxury addiction and an amusing description of their specific luxury consumer type with about 500 potential combinations. 1 Panic Room
2 Glacier Goggles
Picture source: van der Hell / PIXELIO
Picture source: Bernd Boscolo / PIXELIO
3 More & More
4 Chicken Science
Picture source: Jenzig / PIXELIO
Picture source: Klaus / PIXELIO
5 Pink Shower
6 Wise Man
7 Scream
Picture source: Wolf Hard / PIXELIO
Picture source: Klaus / PIXELIO
Clarissa Schwarz / PIXELIO
Figure 7: Teasers for viral participant acquisition www.ejbrm.com
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