Understanding repeat attendance in market research studies : reasons for regular participation and recruitment procedures

• Main Author: Van Zyl, Shalaine
• Other Authors: Joubert, Johan Pierre Retief
• Format: Others
• Language: en
• Published: 2017
• Subjects: Repeat attendance; Market research; Professional participants; Interpretivism; Self-determination theory; Theory of self-concept maintenance; Semi-structured interviews; Participation motivation; Honesty/dishonesty; Recruitment procedures; Extrinsic motivation; Intrinsic motivation; 658.83019; Marketing research > Psychological aspects; Market surveys
• Online Access: Van Zyl, Shalaine (2017) Understanding repeat attendance in market research studies : reasons for regular participation and recruitment procedures, University of South Africa, Pretoria, <http://hdl.handle.net/10500/23120>; http://hdl.handle.net/10500/23120

This dissertation presents the findings of a qualitative study on understanding the motivating factors underlying repeat attendance in market research studies and the ways in which repeat attendance participants are recruited to take part in such studies. The study was approached from an interpretivist paradigm, employing the self-determination theory and the theory of self-concept maintenance. Purposive sampling was applied. The data was collected by conducting eight semi-structured interviews with participants who had taken part in numerous market research studies. Through thematic analysis, sub themes were identified from the data, combined into second-level themes and grouped into the following three overarching themes: (1) participation motivation; (2) honesty/dishonesty; and (3) recruitment procedures. It was found that participants were not only motivated by extrinsic motivators such as incentives, but that intrinsic motivators were also present. Furthermore, a level of dishonesty was also evident, not only among the participants, but among the recruiters as well. === Psychology === M.A. (Psychology with specialisation in Research Consultation)