An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon's Mechanical Turk
An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon's Mechanical Turk
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DOI：
10.1080/00913367.2016.1269304
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发表时间：
2017-01-01
影响因子：
5.7
通讯作者：
Sheehan, Kim
中科院分区：
文献类型：
--
作者：
Kees, Jeremy;Berry, Christopher;Sheehan, Kim
使用基于互联网的样本收集数据在许多社会科学学科中越来越受欢迎，包括广告。这项研究考察了一种流行的互联网数据源，即亚马逊的机械土耳其人（MTurk），是否是广告研究中使用的其他流行样本的适当替代品。具体来说，五个样本之间的主题实验进行，以帮助研究人员谁利用MTurk在广告实验中了解MTurk相对于学生样本和专业小组的优势和劣势。在五个样本的比较中，结果显示MTurk数据在各种数据质量指标上优于从两家独立的专业营销研究公司获得的面板数据。MTurk的数据还与两个不同的学生样本进行了比较，结果显示数据至少在质量上是相当的。虽然研究人员在测试理论驱动的结果时可能会考虑MTurk样本作为学生样本的可行替代方案，但应采取预防措施以确保数据的质量，无论数据来源如何。为使用MTurk进行数据收集的广告研究人员提供了确保数据质量的最佳实践。
Data collection using Internet-based samples has become increasingly popular in many social science disciplines, including advertising. This research examines whether one popular Internet data source, Amazon's Mechanical Turk (MTurk), is an appropriate substitute for other popular samples utilized in advertising research. Specifically, a five-sample between-subjects experiment was conducted to help researchers who utilize MTurk in advertising experiments understand the strengths and weaknesses of MTurk relative to student samples and professional panels. In comparisons across five samples, results show that the MTurk data outperformed panel data procured from two separate professional marketing research companies across various measures of data quality. The MTurk data were also compared to two different student samples, and results show the data were at least comparable in quality. While researchers may consider MTurk samples as a viable alternative to student samples when testing theory-driven outcomes, precautions should be taken to ensure the quality of data regardless of the source. Best practices for ensuring data quality are offered for advertising researchers who utilize MTurk for data collection.