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Cash Lotteries as Incentives in Online Panels

Anja S. Göritz

University of Erlangen-Nürnberg, Erlangen, Germany

Six incentive experiments were conducted in a nonprofit online panel. In each experiment, the incentive offered for participation was a cash lottery. The control group was not offered any incentive. The cash lottery was offered in two versions: Either the total payout of the lottery was mentioned, or the lottery was split into multiple prizes. Dependent measures included response and retention rates. The results of the six individual experiments were meta-analytically summarized. Cash lotteries relative to no incentives did not reliably increase response or retention; neither did it make a significant difference if one large prize or multiple smaller prizes were raffled.

Key Words: incentive • lottery • online panel • prize draw • cash • World Wide Web

Social Science Computer Review, Vol. 24, No. 4, 445-459 (2006)
DOI: 10.1177/0894439305286127
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