Marketing researchers have developed “best practices” to increase participation levels. One strategy is offering some type of incentive. Incentives can include both monetary “gifts” and nonmonetary items such as a pen, a coupon to be redeemed for a product or service, or entry into a drawing. Another strategy is to personally deliver questionnaires to potential respondents. In survey designs involving group situations, researchers can use social influence to increase participation, for example, mentioning that neighbors or colleagues have already participated. But incentive strategies should not be promoted as “rewards” for respondent participation because this often is the wrong motivator for people deciding to participate in surveys.
In summary, researchers try to get as much participation as possible to avoid problems associated with nonresponse bias.