Split Questionnaire Design for Massive Surveys

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Marketing Analytics for Data-Rich Environments (2016, unknown): “…of shorter questionnaires, analytic techniques have been developed to create personalized surveys that are adaptive on the basis of the responses to earlier questions (Kamakura and Wedel 1995) as well as the design of tailored split-questionnaires for massive surveys (Adig¨uzel and Wedel 2008).”
Brand Extension Strategy Planning: Empirical Estimation of Brand–Category Personality Fit and Atypicality (2010, methodology): “First, we used a split-questionnaire design (Adigüzel and Wedel 2008).”
Appropriate use of single-item measures is here to stay (2014, background): “For example, a study by Adigüzel and Wedel (2008) found that a 25 % percent decrease in questionnaire response time, from 8 to 6 min, led to a significant reduction in respondent boredom and fatigue. In addition, there is research showing higher response rates for mail surveys if the questionnaire i”