Well, I suppose the main goal for the initiator (i. e. creator) of such surveys – especially online surveys – is to eventually make money themselves with the people that fill those out. And therefore they lure people with small pretended earnings in the form of points or gifts that actually make them comsume or do something for which they eventually have to pay. So, in the end it’s only the creepy person behind the survey that earns something (and maybe this is even kind of a snowball procedure where there is some other originator to rip those off).
Or to say it in a nutshell: There is no reason to pay someone to fill out a survey as that would be a money-losing business. Refrain from participating in such and dismiss the hope of ever earning anything in this business.
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