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引用次数: 0
摘要
在市场营销和公共政策研究中,众包数据的使用已变得极为流行。然而,从亚马逊的 Mechanical Turk (MTurk) 等众包平台获取数据的研究的有效性令人担忧。我们利用五个不同的在线样本来源(包括多个 MTurk 样本和专业管理的面板),解决了与在线数据质量有关的问题及其对基于政策的 2 x 2 主体间实验结果的影响。我们的研究表明,调查回复满意度以及多任务处理与注意力检查绩效指标的关系超出了人口统计学差异,而且这五种不同的在线数据源之间存在很大差异。我们使用多项目测量法具体确定了高满意度和低满意度的回答者群体,并表明这些群体的在线回答者在实验的政策相关结果方面存在重大差异。研究结果表明,在政策、消费者福利、商业和社会科学文献中,对结果复制失败的担忧是有意义的。我们还提出了一些建议,以试图减少答复满意度和数据质量的问题影响,这些影响在所研究的样本来源中存在很大差异。
EXPRESS: Response Satisficing across Online Data Sources: Effects of Satisficing on Data Quality and Policy-Relevant Results
The use of crowdsourced data has become extremely popular in marketing and public policy research. However, there are concerns about the validity of studies that source data from crowdsourcing platforms such as Amazon’s Mechanical Turk (MTurk). Using five different online sample sources, including multiple MTurk samples and professionally managed panels, we address issues related to online data quality and its effects on results for a policy-based 2 x 2 between subjects’ experiment. We show that survey response satisficing, as well as multitasking, is related to attention check performance measures beyond demographic differences, and there are substantial differences across the five different online data sources. We specifically identify segments of high and low response satisficers using a multiitem measure and show that there are critical differences in the policy-relevant results for the experiment for these segments of online respondents. Findings suggest implications for concerns about failures to replicate results in the policy and consumer well-being, business, and social science literatures. We offer some suggestions for attempting to reduce problematic effects of response satisficing and data quality that are shown to differ substantially across the sample sources examined.
期刊介绍:
Journal of Public Policy & Marketing welcomes manuscripts from diverse disciplines to offer a range of perspectives. We encourage submissions from individuals with varied backgrounds, such as marketing, communications, economics, consumer affairs, law, public policy, sociology, psychology, anthropology, or philosophy. The journal prioritizes well-documented, well-reasoned, balanced, and relevant manuscripts, regardless of the author's field of expertise.