Lotteries and study results in market research online panels

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.

Lotteries and study results in market research online panels

Anja S. Göritz

University of Freiburg

Susanne C. Luthe

BIFIE

Introduction

This research paper is concerned with theoretical and methodological issues of the employment of cash lotteries and study results as incentives in market research online panels. An online panel is a pool of people who have signed up to repeatedly take part in web studies (Göritz 2004a). Online panels have become a prevalent form of data collection within academic and commercial research (Göritz 2006a; Baker et al. 2010). Reasons for online panels’ popularity are their benefits compared to ad...

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