Online access panel and effects on response rates with different types of incentives

Date of publication: April 17, 2005


The paper describes the most important parameters that influence the response rate of an online access panel. It also includes the results of a comparative study which analyses the dependency of click rates, drop out rates and finally response rates on different types of incentives. The study results indicate which of the three alternative incentives - prize draw, cash incentive via panel account or charity donation - produces the most satisfactory result from the perspective of both client and institute.

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