ERIC Number: EJ1137554
Record Type: Journal
Publication Date: 2017-Feb
Abstractor: As Provided
Understanding the Impact of Lottery Incentives on Web Survey Participation and Response Quality: A Leverage-Salience Theory Perspective
Zhang, Chan; Lonn, Steven; Teasley, Stephanie D.
Field Methods, v29 n1 p42-60 Feb 2017
Cumulative evidence is mixed regarding the effect of lottery incentives on survey participation; little is known about why this strategy sometimes works and other times fails. We examined two factors that can influence the effectiveness of lottery incentives as suggested by leverage-salience theory: emphasis of survey attributes in invitations and characteristics of target populations. We conducted a web survey experiment where one condition highlighted lottery incentives in the e-mail invitations (incentive-centered condition) and the other highlighted the value of the survey with a brief mention of the lottery (survey-centered condition). We found that the incentive-centered condition had a significantly higher response rate than the survey-centered condition, especially among individuals with a relatively low income. Although invitation emphasis affected respondent compositions regarding motives for participation, the differences in response quality between the two experimental conditions were small and mostly not significant.
Descriptors: Incentives, Online Surveys, Participation, Influences, Response Rates (Questionnaires), Theories
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Publication Type: Journal Articles; Reports - Research
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