Finland-Swedes - The effect of targeting and framing on panel recruitment

The present study draws from three theories to assess the effects that targeting and framing interventions in the recruitment phase of an online internet panel may have on recruitment rates and non-response bias. To that end, a stratified random sample of individuals will be randomly assigned to either receive a targeted message in the recruitment or not and randomly assigned to have the invitation to join the online panel framed in a benefit or loss manner. The results of the experiment will shed light on whether targeted messages, framing of the invitation, and the interaction between them affect recruitment rates, non-response bias, data quality, cost of recruitment, and level of saliency of the targeting in online probability panels recruited via mail.