Promised and Lottery Airtime Incentives to Improve Interactive Voice Response Survey Participation Among Adults in Bangladesh and Uganda: Randomized Controlled Trial

ABSTRACT

Background: Increased mobile phone penetration allows the interviewing of respondents using interactive voice response surveys in low- and middle-income countries. However, there has been little investigation of the best type of incentive to obtain data from a representative sample in these countries. Objective: We assessed the effect of different airtime incentives options on cooperation and response rates of an interactive voice response survey in Bangladesh and Uganda. Methods: The open-label randomized controlled trial had three arms (1) no incentive (control), (2) promised airtime incentive of 50 Bangladeshi Taka (US $0.60;1 BDT is approximately equivalent to US $0.012) or 5000 Ugandan Shilling (US $1.35;1 UGX is approximately equivalent to US $0.00028), and (3) lottery incentive (500 BDT and 100,000 UGX), in which the odds of winning were 120. Fully automated random-digit dialing was used to sample eligible participants aged ≥18 years. The risk ratios (RRs) with 95% confidence intervals for primary outcomes of response and cooperation rates were obtained using log-binomial regression. Results: Between June 14 and July 14, 2017, a total of 546,746 phone calls were made in Bangladesh, with 1165 complete interviews being conducted. Between March 26 and April 22, 2017, a total of 178,572 phone calls were made in Uganda, with 1248 complete interviews being conducted. Cooperation rates were significantly higher for the promised incentive (Bangladesh 39.3%;RR 1.38, 95% CI 1.24-1.55, P<.001;Uganda 59.9%;RR 1.47, 95% CI 1.33-1.62, P<.001) and the lottery incentive arms (Bangladesh 36.6%;RR 1.28, 95% CI 1.15-1.45, P<.001;Uganda 54.6%;RR 1.34, 95% CI 1.21-1.48, P<.001) than those for the control arm (Bangladesh 28.4%;Uganda 40.9%). Similarly, response rates were significantly higher for the promised incentive (Bangladesh 26.5%%;RR 1.26, 95% CI 1.14-1.39, P<.001;Uganda 41.2%;RR 1.27, 95% CI 1.16-1.39, P<.001) and lottery incentive arms (Bangladesh 24.5%%;RR 1.17, 95% CI 1.06-1.29, P=.002;Uganda 37.9%%;RR 1.17, 95% CI 1.06-1.29, P=.001) than those for the control arm (Bangladesh 21.0%;Uganda 32.4%). Conclusions: Promised or lottery airtime incentives improved survey participation and facilitated a large sample within a short period in 2 countries. Trial Registration ClinicalTrials.gov NCT03773146;http//clinicaltrials.gov/ct2/show/NCT03773146