Improving Survey Response Rates in Online Panels: Effects of Low-Cost Incentives and Cost-Free Text Appeal Interventions. (April 2016)

• Record Type: Journal Article
• Authors: Pedersen, Mogens Jin; Nielsen, Christian Videbæk
• Is Part Of: Social science computer review. Volume 34:Number 2(2016:Apr.)
• Page Start: 229
• Page End: 243
• Publication Date: 2016-04
• Subjects: survey response -- survey experiment -- online panel -- incentives -- text appeal; Social sciences -- Data processing -- Periodicals; Computers -- Social aspects -- Periodicals; Microcomputers -- Periodicals; Sciences sociales -- Informatique -- Périodiques; Micro-ordinateurs -- Périodiques; 300.285
• DOI: 10.1177/0894439314563916
• Languages: English
• ISSNs: 0894-4393

Abstract

Identifying ways to efficiently maximize the response rate to surveys is important in survey-based research. However, evidence on the response rate effect of donation incentives and especially altruistic and egotistic text appeal interventions is sparse and ambiguous. Via a randomized survey experiment among 6, 162 members of an online survey panel, this article shows how low-cost incentives and cost-free text appeal interventions may affect the survey response rate in online panels. The experimental treatments comprise (a) a cash prize lottery incentive, (b) two donation incentives that promise a monetary donation to a good cause in return for survey response, (c) an egotistic text appeal, and (d) an altruistic text appeal. Relative to a control group, we find higher response rates among recipients of the egotistic text appeal and the lottery incentive. Donation incentives yield lower response rates.