Web Survey Bibliography

Title Optimizing Prize Values in Web Surveys: Further Examination of the Immediacy Effect
Author Tuten, T. L., Galesic, M., Bosnjak, M.
Source General Online Research Conference (GOR) 2005
Year 2005
Access date 01.04.2005
Abstract Prize draws are frequently used as an incentive in Web surveys and have been shown to out-perform other incentives, including prepaid and promised monetary incentives (Bosnjak & Tuten, 2003). Further, Tuten, Galesic, and Bosnjak (2004), using the immediacy effect as a theoretical basis, illustrated the effectiveness of immediate notification of prize draw outcomes for enhancing response rates and minimizing incomplete participation. Willingness to participate and complete response were significantly higher when participants were told that the prize draw outcomes would be announced immediately upon submission of the survey than when participants were told that prize draw winners would be announced in a few weeks. The current study seeks to build upon that earlier work by examining the optimization between prize value and immediacy or delayed gratification. According to the standard discounted utility model, the utility of future events is discounted by a constant rate, which motivates people to prefer immediate over delayed rewards. A modification of this model is hyperbolic discounting model, which accommodates the empirical observation that discounting rates decline over time. Applied to prize draws in Web-based surveys, the standard discounted utility model suggests that people will prefer immediate notification of prize draw winners over delayed notification until the point at which the present value of the prize draw amount in the delayed condition exceeds the present value of the prize in the immediate condition. In other words, because people tend to discount values paid in the future, immediate notification prizes can be of lesser value than those in the delayed condition while still achieving higher response and completion rates. Consequently, this study investigates the optimal prize values in immediate and delayed conditions to minimize nonresponse and incomplete participation. References:Bosnjak, M. & Tuten, T.L. (2003). Prepaid and promised incentives in Web surveys - An Experiment. Social Science Computer Review, 21 (2), 208-217.Tuten, T., Galesic, M. & Bosnjak, M. (2004). Effects of immediate versus delayed notification of prize draw results on response behavior in Web surveys: An experiment. Social Science Computer Review, 22 (3), 377-384.
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Year of publication2005
Bibliographic typeConferences, workshops, tutorials, presentations
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Web Survey Bibliography - 2005 (417)

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