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While anecdotes and theories exist on why people participate in surveys, there is a paucity of evidence exploring variation in preferences for participating in stated-preference studies.<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>We used a DCE to estimate preferences for participating in preference research among an online survey panel sample. Preferences for the characteristics of a study to be conducted at a local hospital were assessed across five attributes (validity, relevance, bias, burden, time and payment) and described across three levels using a starring system. A D-efficient experimental design was used to construct three blocks of 12 choice tasks with two profiles each. Respondents were also asked about factors that motivated their choices. Mixed logistic regression was used to analyze the aggregate sample and latent class analysis identified segments of respondents.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>629 respondents completed the experiment. In aggregate \u201cstudy validity\u201d was most important. Latent class results identified two segments based on underlying motivations: a quality-focused segment (76%) who focused most on validity, relevance, and bias and a convenience-focused segment (24%) who focused most on reimbursement and time. Quality-focused respondents spent more time completing the survey (<jats:italic>p<\/jats:italic>\u2009&lt;\u20090.001) and were more likely to identify data quality (<jats:italic>p<\/jats:italic>\u2009&lt;\u20090.01) and societal well-being (<jats:italic>p<\/jats:italic>\u2009&lt;\u20090.01) as motivations to participate.<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusions<\/jats:title><jats:p>This information can be used to better understand variability in motivations to participate in stated-preference surveys and the impact of motivations on response quality.<\/jats:p><\/jats:sec>","DOI":"10.1186\/s12911-021-01412-1","type":"journal-article","created":{"date-parts":[[2021,2,8]],"date-time":"2021-02-08T21:42:37Z","timestamp":1612820557000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Do people have differing motivations for participating in a stated-preference study? 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Participants had consented to participate in the online recruitment panel and to being contacted to take surveys. Their consent to participate in this study was implied when they advanced to the following question in the survey. Participants were informed that they could stop the survey at any time and that they were not required to answer all questions. Documentation of consent to participate was not required by the IRB because no data were collected that contained personal identifiable information.","order":1,"name":"Ethics","group":{"name":"EthicsHeading","label":"Ethics approval and consent to participate"}},{"value":"Not applicable.","order":2,"name":"Ethics","group":{"name":"EthicsHeading","label":"Consent for publication"}},{"value":"The authors of this article have no competing financial or non-financial interests to disclose.","order":3,"name":"Ethics","group":{"name":"EthicsHeading","label":"Competing interests"}}],"article-number":"44"}}