An e-mail was sent to 4,664 staff members with an e-mail address, and
891 questionnaires were completed, of which 779 were useful (i.e., completed
the majority of the questions). The remaining 550 staff members
without an Internet account were approached by mail. A total of 62 staff
members responded, of which 55 questionnaires were useful. Hence, the
response rate of our survey was 16%, i.e., double the average survey
response rate in Belgium (8%). Twenty-six respondents gave inconsistent
answers for the conjoint analysis (in the sense that they showed no preference
for any of the eight proposed product profiles) and were eliminated
from the sample. The final sample was composed of 808 respondents.
Table 1 shows the composition of the sample. As could be expected,
due to the specific university context, younger and better-educated respondents
were overrepresented compared with the total Belgian or EU population.
In the analysis, we verified to what extent this affected our main
results.