网络调查中激励的有效性:基于荟萃分析的结果

The Effect of Incentives in Web Surveys: Results from Three Meta-Analyses

使用三个荟萃分析定量综合了2002-2010年期间38个网络调查研究的结果,考察了网络调查实践中应用最为普遍的三种激励形式(物质性激励、事后激励和或然激励)对促进被调查者参与网络调查的有效性。分析结果表明:应用物质性激励使得被调查者更乐意完成问卷(优势比OR=1.16,95%的置信区间在[1.08,1.24]);激励的可得性能够调节物质性激励的有效性;事后激励的应用能够促使被调查者完成网络调查(OR=1.14,95%的置信区间为[1.06,1.22]);或然激励对网络调查的完成也能够产生显著性的效应(OR=1.12,95%的置信区间为[1.07,1.18])且具有最为稳定的效力。但和传统调查相比,激励在网络调查中对调查参与的提升作用较小。

Three meta-analyses are performed to examine the effect of incentives in web surveys conducted from 2002 to 2010. The first analysis securitizes the impact of material incentives on survey retention. A significant effect （odds ratio---1.16; 95% confidence interval： 1.08-1.23） is revealed, indicating that material incentives motivate people to complete a web survey. The second analysis inspects the impact of promised incentives on survey retention and the results show that promised incentives could urge participants to complete the web survey （odds ratio=l.14; 95% confidence interval： 1.06-1.22）. The last analysis examines contingent incentives on retention. The results also show that offering contingent incentives could exert a positive impact on retention （odds ratio=l.12; 95% confidence interval： 1.07-1.18）. At the end of this paper, some suggestions regarding how to use incentives appropriately in practice are proposed.