Research plays a crucial role in understanding public opinion, particularly through surveys. A recent study from the University of Nebraska–Lincoln’s Bureau of Sociological Research indicates that small monetary incentives can significantly enhance response rates in surveys. Published in the journal Field Methods, the findings reveal that while initial incentives are effective, follow-up incentives can also play a vital role in increasing participation.
The researchers conducted an experiment involving a general-population survey mailed to households across Nebraska. The initial mailing included a $1 incentive, aimed at encouraging responses. For those who did not reply, subsequent mailings offered additional incentives of $0, $1, $2, or $5. The results demonstrated that offering these sequential incentives led to an overall increase in response rates.
Cost-Effectiveness of Sequential Incentives
The study found that while both the $2 and $5 follow-up incentives yielded similar response rates, there was no statistically significant difference between them. This suggests that doubling the initial incentive to more than $2 may not yield additional benefits, resulting in higher costs for researchers. The authors of the study suggest that the most effective sequential incentive is likely around $2, with $1 potentially being sufficient.
Interestingly, the researchers noted that these additional incentives did not accelerate data collection or alter the composition of the survey sample. The maximum incentive offered in the experiment was capped at $5, highlighting the possibility that even modest financial incentives can yield positive results.
Future Research Directions
While the findings are promising, the study’s authors emphasize the need for further research. The current study focused specifically on English-speaking adults in Nebraska, which may limit the applicability of the results. They recommend exploring the impact of higher incentives and expanding the research to include diverse geographic locations and multilingual surveys.
This study, titled “Will One More Dollar Help? The Effect of Sequential Incentives on Survey Participation and Costs in a Concurrent Mixed-mode Survey,” was authored by Kristen Olson and colleagues. It highlights the importance of understanding the nuances of survey participation and offers valuable insights for social scientists, market researchers, and policymakers alike. The research is set to be published in 2025 with the DOI: 10.1177/1525822×251348086.