How not to kill the goose that lays the golden egg - a new approach to incentives in online access panels

Pete Cape

This paper describes the latest thinking in the field of psychology relating to human motivation and how this may be used to inform the market research industry in its quest to reduce non-response.

How not to kill the goose that lays the golden egg – a new approach to incentives in online access panels

Pete CapeSurvey Sampling International, United Kingdom

INTRODUCTION

As an industry we understand little about why people take part in research...

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