If the greatest challenge of conducting market research is getting a qualified sample to respond to a survey instrument, the second greatest challenge has to be getting them to complete that instrument. In almost any survey any of us have ever conducted, we’ve seen the dreaded “Number abandoned” statistic, describing the number of people who began our study, but for whatever reason, didn’t complete it.

Fortunately, there’s some good information out there to help us understand why this happens!
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