What do survey incentives do to your data quality?

Must Read

Jumia in trouble over Fraud in Affiliate Scheme, JForce

E-commerce company, Jumia is currently enmeshed in a case of internal fraud involving its affiliate marketing programme, otherwise known...

UBA Board Proposes Interim Dividend, Okays H1 2019 Results

The Board of United Bank for Africa Plc, at its meeting of Thursday, August 22, 2019, considered and approved...

Innoson motors price list: cheap cars in Nigeria

Millions of Nigerians cannot allow buying a new car because it is too expensive. However, the biggest Nigerian car...
- Advertisement -
- Advertisement -

Research has proven that incentives increase survey responses. However, enticing a person to complete a survey with an incentive means you can be sure to get different answers. Whether you choose to incentivize your survey or not, data quality needs to be at the center of this decision.

As a researcher, I am always concerned about getting enough responses to make my projects statistically accurate. While a 100% response is not absolutely necessary, 2% is not statistically useful.

Research results impact on decision making for a business and ultimately affect people, so you would obviously want to base these decisions on good quality data and statistically, accurate research results, explains Bischoff.

© Nik MacMillan via Unsplash.com.

Biased dataset

I use a reputation measurement tool to measure the perceptions that stakeholders have about an organization, be it a JSE listed company, major product retailer, association or institution. These perceptions make up a company’s reputation. Give a respondent an incentive and it may influence their perceptions and the feedback they provide, leading to a biased dataset.

Consider some of the factors that contribute to an increased response rate. Think for a moment, why would you answer a survey?

Firstly, people will answer a survey because they think it is important to them. Their input is valuable to the business being researched and will lead to improvement in some way that will also benefit them.

Read:  How Effective Is Net Promoter Score (NPS)?

Secondly, people need to have certainty that data will be maintained properly. If someone would like to remain anonymous you need to assure them upfront that every answer that they provide will be confidential, and therefore there is absolutely no risk involved in participating.

When conducting reputation research a common stakeholder group that we usually reach out to our employees. By ensuring them that their answers are confidential, we can encourage them to provide their open and honest feedback about their workplace, giving us good quality data to analyze.

Read:  Publiseer makes international debut in Ghana

Communication plays an important role

Lastly, answering a survey should not be a complete time burden for a potential respondent. Once again be upfront with the respondent, explain that the survey will only take ten minutes of their time and make sure that they only have to spend ten minutes completing it.

If your survey then takes 20 minutes to complete, you are likely to have lost their interest as well as the trust for any future surveys. When designing a survey carefully consider the average time a respondent will need to provide meaningful feedback without losing interest.

Read:  Forte looks to diversify into oil refining

If they are going to rush through the survey to get the prize, an incentive is not the way to go to encourage responses.

I always highly recommend clients not to incentivize a survey, the value for the participant lies in the outcomes of a possible change that will benefit them after the survey is complete and recommendations implemented.

When embarking on a research study, communication, therefore, plays an important role. Make sure that you inform your target population about the survey, the purpose behind it, and importantly, how it may lead to improving something and the possible benefit to them. This might just be enough to encourage them to answer the survey.


Chris is a Research Analyst sustainability specialist with a wealth of knowledge in the green economy, green consumerism and stakeholder perceptions of corporate environmental performance. At Reputation Matters, Chris has gained extensive experience with corporate communication and media relations; and manages communication for many of Reputation Matter’s clients within the environmental space.

Source: www.bizcommunity.com

- Advertisement -

Subscribe to BrandSpur Ng

Subscribe for latest updates. Signup to best of brands and business news, informed analysis and opinions among others that can propel you, your business or brand to greater heights.


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Latest News

Facebook Celebrates ‘Icons Of Change’ From Across Sub-Saharan Africa With A Youth Gathering In Accra, Ghana

Facebook is bringing together 40 young leaders, developers, entrepreneurs and change-makers from across Sub-Saharan Africa, to a two-day event...

Quickteller Chooose Winners To Make An Appearance At Interswitch One Africa Music Fest in London

Quickteller, a leading digital consumer payments platform in Nigeria, is set to take another set of winners on an all-expense-paid trip to the London...

President Buhari Endorse Licensing Of Online TV & Radio Stations

President Muhammadu Buhari has signed wide-ranging improvements in Nigeria’s broadcasting industry, including the commissioning of online radio and television stations.Lai Mohammed, Nigeria’s Minister of...


Residents of Magodo Estate have acclaimed Ikeja Electric Plc (IE) for rendering constant electricity to customers within the Estate following the signing of the...

More Articles Like This