Can Lottery Incentives Boost Web Survey Response Rates? Findings from Four Experiments

Abstract

Institutions of higher education rely on student surveys for a number of purposes, including planning, assessment, and research. Web surveys are especially prevalent given their ease of use and low-cost; yet, obtaining a high response rate is a challenge. Although researchers have investigated the use of incentives in traditional mail surveys, studies investigating the impact of lottery incentives on web survey response rates are limited. In this study, four separate web survey experiments were conducted to measure the effectiveness of lottery-based incentives in a college student population in the United States. Findings reveal that the lottery incentives not only positively impacted response rates but also exerted differential effects by gender. The results have practical implications for higher education researchers who conduct web surveys of college students.