Using Downloadable Songs from Apple iTunes as a Novel Incentive for College Students Participating in a Web-Based Follow-up Survey

Abstract

Purpose.

Compare the impact of offering two versus four downloadable songs on response rates to a Web-based survey.

Design.

One month after participation in a sexual health workshop, students (N = 138) were invited by e-mail to complete a Web-based posttest. The initial incentive of two downloadable songs was increased to four songs midway through data collection.

Setting.

University of Alabama at Birmingham.

Subjects.

Undergraduate participants in a peer education workshop.

Measures.

Response rates were monitored to assess the impact of varying incentive levels on study attrition.

Analysis.

Frequencies and Pearson's χ² statistics were used to compare response rates between individuals offered two songs and individuals offered four. Response rates were also examined to assess the impact of doubling the incentive among individuals who were nonrespondents when offered only two songs.

Results.

Of respondents offered two songs (n = 61), 18% completed the survey. When the incentive was increased to four songs, 26% of those who had not responded to the invitation for two songs (n = 50) completed the survey. Of respondents only offered four songs (n = 77), 57% completed the survey.

Conclusion.

Increasing incentives from two to four songs significantly improved response rates (p < .001). Determining an acceptable level of incentives for Web-based research has the potential to impact high attrition rates. Downloadable songs could become a mainstream incentive in Web-based research with young adults.