The Researcher, the Incentive, the Panelists and Their Response: The Role of Strong Reciprocity for the Panelists’ Survey Participation

Abstract

In this contribution, the hypothesis of reciprocity is tested directly in order to contribute to an evidence-based explanation why an unconditionally prepaid monetary incentive is the most effective and efficient strategy for boosting response rates in surveys. In the context of a multiple-wave panel, Swiss juveniles who received cash are interviewed in an online survey on their preference for reciprocity. This information is used in the next panel wave a year later to reveal the effect of the panelists’ reciprocal preferences on their propensity to start completing an online questionnaire. Applying longitudinal paradata of the fieldwork period and the statistical procedures of event history analysis, it is found that panelists who provide preferences for strong reciprocity are more likely to take part at the survey immediately after the invitation. It is also found that the likelihood to reciprocate declines the greater the time since the gratuities are given and the invitation to participate in the survey is delivered. Numerous reminders do not help to refresh the invitees’ reciprocal preferences. In sum, prepaid monetary incentives are necessary but not sufficient for enhancing response rates: they are one of several strategies for inducing target persons’ participation in surveys.

Keywords

• Event history analysis; norm of reciprocity; online survey; prepaid monetary incentive; response rate; panel