{"title":"Participant multitasking in online studies","authors":"","doi":"10.1007/s11002-024-09718-6","DOIUrl":null,"url":null,"abstract":"<h3>Abstract</h3> <p>Do online research participants complete studies as continuous tasks, or do they switch back and forth between the study and other online activities? While researchers generally prefer for participants to complete online studies continuously, participants may choose to multitask and complete other activities simultaneous to the study, potentially impacting their responses. This research directly measures the prevalence of online participant multitasking across three studies, examines the impact of multitasking on participant responses, and explores solutions for reducing multitasking. Findings indicate that multitasking is common, is dramatically understated in participant self-reports, can be observed unobtrusively, significantly affects participant responses, and is difficult to reduce. I also find age and gender differences in the frequency of multitasking. The appendices include new code, making it easy for other researchers to measure multitasking on multiple platforms.</p>","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"1 1","pages":""},"PeriodicalIF":2.5000,"publicationDate":"2024-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Letters","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11002-024-09718-6","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Do online research participants complete studies as continuous tasks, or do they switch back and forth between the study and other online activities? While researchers generally prefer for participants to complete online studies continuously, participants may choose to multitask and complete other activities simultaneous to the study, potentially impacting their responses. This research directly measures the prevalence of online participant multitasking across three studies, examines the impact of multitasking on participant responses, and explores solutions for reducing multitasking. Findings indicate that multitasking is common, is dramatically understated in participant self-reports, can be observed unobtrusively, significantly affects participant responses, and is difficult to reduce. I also find age and gender differences in the frequency of multitasking. The appendices include new code, making it easy for other researchers to measure multitasking on multiple platforms.
期刊介绍：
Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.
The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.
Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.
The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.
Officially cited as: Mark Lett
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