Extra Credit Micro-Incentives and Response Rates for Online Course Evaluations

Abstract

To extend prior findings on the motivational value of tiny, nonfinancial incentives, we conducted two quasi-experiments on the relationship of extra credit micro-incentives (ECMIs, worth ≤1% of course grade) and response rates for online course evaluations. Study 1 involved two advanced undergraduate psychology courses taught by the same instructor for 14 semesters, the first 7 of which used paper-and-pencil evaluations and no incentives, with average response rates of 57%. After a switch to online evaluations with no incentives for two semesters, response rates fell to 30% or lower. Following introduction of ECMIs for several semesters, the response rates rose significantly, to 84%. In Study 2, we randomly assigned ECMIs or no incentives to eight sections of an introductory psychology course. Response-rates with ECMIs were significantly higher, 84% versus 51%. Favorability of ratings did not differ significantly. Higher response rates with EMCIs raise questions for research, educational policy, and classroom practice.