Often market research agencies will include an item for "incentives" in their bid for a project. This refers to the value of the incentives they need to offer to repondents to participate in the research
Incentives are a fact of life. Generally people will not be involved in any activity unless they see an advantage for them. The same applies to research. Small incentives like small gifts, book or shopping vouchers are popular for intercept interviews. Larger cash incentives are usually offered to focus group participants.
Incentives vary widely according according to the target group, the country in which the market research is being conducted, the time involved, travel involved and many other factors.
Incentives for Japanese and South Korean consumers are quite high for example due to their high standard of living. For industrial (rather than consumer) samples, cash incentives are not often appropriate and some culturally acceptable non-cash incentive is offered. The nature and value of incentives offered is one of the more creative offerings of many research agencies!
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