Defining the Optimal Incentive Amount: Does Money Talk?

• Activity Number: 616
• Type: Contributed
• Date/Time: Thursday, August 7, 2014 : 8:30 AM to 10:20 AM
• Sponsor: Survey Research Methods Section
• Author(s): Dhuly Chowdhury*+ and Bridget Kelly and Lauren McCormack and Marjorie Margolis and Patricia LeBaron
• Companies: RTI International and RTI International and RTI International and RTI International and RTI International
• Keywords: incentives ; response rate ; two-part model

Abstract

The offer of incentives plays a large role in the success of recruitment of research subjects. We conducted an experimental study, using an Internet panel, to assess the impact of incentive amounts on respondents' stated willingness to participate in a hypothetical qualitative research effort. Subjects were randomized to one of five incentive conditions, ranging from no mention of an incentive to a $75 incentive. We measured respondents' self-reported willingness and interest to participate in the qualitative research effort. Our primary hypotheses were: H1: Larger monetary amounts will result in higher willingness to participate and H2: All incentives will result in higher willingness to participate than no incentive at all. We used a two-part model to compare different incentive amounts, including no incentive and non-monetary incentives, controlling for demographic and other factors. Willingness to participate increased with increasing incentive amount. There was no difference in willingness to participate among those offered $0 versus a non-monetary incentive. We will present the findings to provide guidance on optimal incentive levels for qualitative research participants.