When consumers in the United States want information about cars, they often turn to reports prepared by the market research firm J.D. Power. According to their website, "J.D. Power ratings, reviews and awards are based on hundreds of thousands of verified car-owners' input regarding quality, dependability, performance, the dealership experience and more."

JD Power uses mail surveys to collect their data. Attached to the survey is a $10 bill, as an incentive for the recipient to fill out the survey and return it. What are the pros and cons of offering this incentive? Are there any ethical issues involved in this practice? Yes or no, should they continue this practice in the future?