Lotteries and study results in market research online panels.

• Autores: Anja S. Göritz, Susanne C. Luthe
• Localización: International Journal of Market Research, ISSN-e 1470-7853, Vol. 55, Nº. 5, 2013, págs. 611-626
• Idioma: inglés
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• Resumen

  • An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response. A cash lottery was implemented, with three different payouts that were raffled either in one lump sum or split into multiple smaller prizes. The lottery groups were contrasted to a control group without incentive. Independent of the lottery, half of the participants were offered a report of study results. Participation was higher with a lottery, when raffling the payout in a lump sum and with higher single prize size, whereas item non-response was smaller with high total payouts. Furthermore, offering study results decreased participation. [ABSTRACT FROM AUTHOR]