The interactive effects of monetary incentive justification and questionnaire length on mail survey response rates Export

@article{citeulike:5710244, abstract = {An experiment was conducted in which a survey questionnaire and a \$1.00 incentive were sent to 200 randomly selected residents of a midwestern city. For half of the respondents, the enclosed monetary incentive was justified in a cover letter as an attempt to induce feelings of obligation to return the questionnaire (equity-salient condition), whereas for the other half of the respondents, the incentive was justified as an appreciative gesture (standard condition). Furthermore, some subjects received a short questionnaire, whereas the rest received a long questionnaire. Response rates were assessed by condition. As predicted, the equity-salient appeal produced a significantly higher response rate than the standard appeal, but only for subjects who received the short questionnaire. Results are discussed in terms of personal equity theory. {\copyright} 1994 John Wiley \& Sons, Inc.}, address = {Ball State University}, author = {Biner, Paul M. and Kidd, Heath J.}, citeulike-article-id = {5710244}, citeulike-linkout-0 = {http://dx.doi.org/10.1002/mar.4220110505}, citeulike-linkout-1 = {http://www3.interscience.wiley.com/cgi-bin/abstract/112782776/ABSTRACT}, doi = {10.1002/mar.4220110505}, issn = {1520-6793}, journal = {Psychology and Marketing}, keywords = {equity, incentive, theory}, number = {5}, pages = {483--492}, posted-at = {2009-09-02 22:00:22}, priority = {2}, title = {The interactive effects of monetary incentive justification and questionnaire length on mail survey response rates}, url = {http://dx.doi.org/10.1002/mar.4220110505}, volume = {11}, year = {1994} }

TY - JOUR ID - citeulike:5710244 L3 - citeulike-article-id:5710244 N2 - An experiment was conducted in which a survey questionnaire and a $1.00 incentive were sent to 200 randomly selected residents of a midwestern city. For half of the respondents, the enclosed monetary incentive was justified in a cover letter as an attempt to induce feelings of obligation to return the questionnaire (equity-salient condition), whereas for the other half of the respondents, the incentive was justified as an appreciative gesture (standard condition). Furthermore, some subjects received a short questionnaire, whereas the rest received a long questionnaire. Response rates were assessed by condition. As predicted, the equity-salient appeal produced a significantly higher response rate than the standard appeal, but only for subjects who received the short questionnaire. Results are discussed in terms of personal equity theory. © 1994 John Wiley & Sons, Inc. IS - 5 JF - Psychology and Marketing SN - 1520-6793 AD - Ball State University EP - 492 TI - The interactive effects of monetary incentive justification and questionnaire length on mail survey response rates VL - 11 SP - 483 KW - equity KW - incentive KW - theory AU - Biner, Paul AU - Kidd, Heath PY - 1994/// UR - http://dx.doi.org/10.1002/mar.4220110505 ER -