Survey research plays a crucial role in understanding public opinion, impacting fields such as social science, market research, and policymaking. A recent study conducted by scholars at the University of Nebraska–Lincoln’s Bureau of Sociological Research has provided new insights into the effectiveness of monetary incentives in boosting survey participation rates. Published in the journal Field Methods, the research indicates that while additional financial incentives can enhance response rates, the amount may not need to exceed a modest threshold.
The researchers aimed to determine if follow-up monetary incentives could encourage higher participation in surveys. In their experiment, a general-population survey was mailed to households across Nebraska. The initial mailing included a $1 incentive, with nonrespondents receiving a subsequent mailing that offered additional incentives of $0, $1, $2, or $5. The findings revealed that sequential incentives generally increased response rates, with the $2 and $5 amounts yielding similar participation outcomes.
Interestingly, the study suggests that exceeding the initial incentive considerably—by offering more than $2—does not significantly enhance response rates. This could imply that researchers may opt for more cost-effective approaches without sacrificing data quality. The authors noted that the most effective sequential incentive appears to be around $2, while $1 may suffice in many cases.
Further Insights and Future Research Directions
The research also highlighted that increasing the monetary incentive did not expedite data collection or alter the demographic composition of the survey participants. The initial offering was capped at $1, and the maximum sequential incentive was limited to $5. The authors suggest that future studies could investigate whether larger incentives would have a more pronounced effect on response rates.
It is also important to note that the sample for this study was confined to English-speaking adults in Nebraska. The researchers recommend expanding future research to include diverse geographical areas and multilingual surveys, which could provide a broader understanding of the impact of incentives across different populations.
This study, titled “Will One More Dollar Help? The Effect of Sequential Incentives on Survey Participation and Costs in a Concurrent Mixed-mode Survey,” authored by Kristen Olson and colleagues, underscores the importance of understanding the dynamics of survey participation. As organizations rely increasingly on survey data to inform decisions, these findings may guide researchers in optimizing their approaches to increase response rates effectively while managing costs.
