Use of Airtime Structure to Improve Interactive Voice Response Surveys in Bangladesh and Uganda

A Randomized Controlled Trial of Varying Airtime Incentive Structure to Improve Interactive Voice Response (IVR) Survey Performance in Bangladesh and Uganda

Makerere University, Institute of Epidemiology, Disease Control and Research, The Bloomberg Family Foundation, Inc.

This study evaluates the effect of three different airtime incentive structures on interactive voice response (IVR) survey cooperation, response, refusal and contact rates, as compared to a control group, in Bangladesh and Uganda.

Using random digit dialing (RDD) sampling technologies, participants were randomized to one of three airtime incentive structures contingent on them completing the noncommunicable disease risk factor survey. This mobile phone survey was sent as an interactive voice response (IVR). In IVR surveys, participants use their touch tone key pad to answer pre-recorded questions. (i.e. if you are male, press 1; if you are female, press 2). This study is being conducted in both Bangladesh and Uganda.

Participants were randomized to one of three airtime incentive structures: 1) no incentive; 2) a fixed 1X incentive for all participants who completed the noncommunicable disease risk factor survey; or 3) a lottery incentive (10-20 times larger than the fixed incentive) given to 1 out of every 20 participants who completed the same survey.

As defined by American Association for Public Opinion Research, cooperation rate is defined as I/(I+P+R) where I is complete interviews, P is partial interviews, R is refusals and breakoffs

As defined by American Association for Public Opinion Research, response rate is defined as (I+P)/ (I+P+R+eU) where I is complete interview, P is partial interview, R is refusals and breakoffs, and eU is the estimated eligible proportion of unknowns

As defined by American Association for Public Opinion Research, refusal rate is defined as R/(I+P+R+eU) where R is refusals and breakoffs, I is complete interview, P is partial interview, and eU is the estimated eligible proportion of unknowns

As defined by American Association for Public Opinion Research, contact rate is defined as (I+P+R)/ (I+P+R+eU) where I is complete interview, P is partial interview, R is refusals and breakoffs, and eU is the estimated eligible proportion of unknowns

Inclusion Criteria: Access to a mobile phone Greater or equal to 18 years of age In Bangladesh, conversant in either English or Bangla language. In Uganda, conversant in either Luo, Runyakitara, Luganda or English languages. Exclusion Criteria: Less than 18 years of age

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Gibson DG, Kibria GMA, Pariyo GW, Ahmed S, Ali J, Labrique AB, Khan IA, Rutebemberwa E, Flora MS, Hyder AA. Promised and Lottery Airtime Incentives to Improve Interactive Voice Response Survey Participation Among Adults in Bangladesh and Uganda: Randomized Controlled Trial. J Med Internet Res. 2022 May 9;24(5):e36943. doi: 10.2196/36943.