Cash lotteries in online access panels: Stating the odds of winning?

Tobias Gummer and Irina Bauer

Since cash lotteries are frequently employed to stimulate participation in web surveys sampled from online access panels, the present study assesses the research gap concerning the relevance of respondents knowing their odds of winning these cash lotteries.

Introduction

Commercial online access panels (OAPs) are widely used for market research and social science research (Callegaro et al., 2014; Cornesse et al., 2020). Whether surveys draw on the samples provided by OAPs or use other sampling approaches, a common goal for survey researchers is to achieve high participation rates. Ensuring high participation is especially important for panel surveys that require respondents to participate in several subsequent interviews (i.e., panel waves) so to allow the measurement of intra-individual change or to employ test-retest methods.

Cash lotteries, frequently employed to stimulate participation, have been investigated by several studies (e.g., Bosnjak &...

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