Only incentives increase response rates?
In a study organised by a New Zealand marketing research agency that conducted omnibus surveys using CATI, a measure of the effectiveness of â€˜introductionsâ€™ upon response rates was made. Four introduction elements were tested: an incentive (prize draw for a weekend holiday); an assurance that the survey was not a sales pitch; an assurance of confidentiality; and a short versus longer description of the survey topic. Overall, only the prize draw incentive significantly increased the response rate. In combination, the best result and the only one to achieve a significantly higher response rate was the use of the incentive coupled with a â€˜no-salesâ€™ assurance. The use of the incentive did not appear to encourage people to lie about their eligibility as participants.