Incentives in Web Studies: Methodological Issues and a Review

Anja S. Göritz

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Survey Methodology and Nonresponse Survey Sampling and Estimation Techniques Mobile Crowdsensing and Crowdsourcing

Abstract

Two meta-analyses review the effectiveness of incentives in Web studies. The first analysis summarizes 32 experiments on the impact of material incentives on response. It is based on a sample of 212,810 people. A significant effect (odds ratio = 1.19; 95% confidence interval: 1.13—1.25) is revealed, indicating that incentives motivate people to start a Web survey. The second analysis comprises 26 experiments on the impact of incentives on retention and is based on a sample of 7,073 people. It yields a significant effect (odds ratio = 1.27; 95% confidence interval: 1.12—1.44), indicating that once people have accessed a survey for whatever reasons, they are more likely to finish if an incentive is offered. The established incentive effects are stable across various study characteristics. Conclusions did not appear to be due to publication bias.

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References

1997Bias in meta-analysis detected by a simple, graphical test 1986Meta-analysis in clinical trials 1994Operating Characteristics of a Rank Correlation Test for Publication Bias 2007Mail and internet surveys : the tailored design method 1982Mail and Telephone Surveys: The Total Design Method.1971Effects of externally mediated rewards on intrinsic motivation.1995The Handbook of Research Synthesis.2000A Meta-Analysis of Response Rates in Web- or Internet-Based Surveys

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