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Web Survey Bibliography

Title The Role of Cash Incentives in Online Panelist Motivations: Experimental Results on Unit Response and Satisficing
Author Taylor, E.
Source The American Association for (AAPOR) 63rd Annual Conference, 2008 & WAPOR 61th Annual Conference, 2008
Year 2008
Access date 03.06.2009

Online survey panelists are frequently characterized as “professional respondents” who’s survey participation is motivated by self-interested incentive-maximization. Little scientific evidence exists to evaluate such claims. This paper reports on two experiments testing hypotheses at the intersection of survey incentives and unit-response; hypotheses that contrast theories of “economic exchange” and “social exchange.” A random sample of online survey panelists were randomly assigned to conditions varying both cash incentive and length of survey. Participants did not systematically respond more, or satisfice less when promised a higher cash incentive. Nor did participants respond more to a prepaid versus promised incentive. The results provide little support for a one-dimensional–“professional respondents”–characterization of online panelist motivations.

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Year of publication2008
Bibliographic typeConferences, workshops, tutorials, presentations
Full text availabilityAvailable on request

Web survey bibliography - WAPOR 61th Annual Conference, 2008 (55)

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