Using Passive Data From a Meter to Complement Survey Data in Order to Study Online Behavior
Using Passive Data From a Meter to Complement Survey Data in Order to Study Online Behavior
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DOI：
10.1177/0894439316638457
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发表时间：
2017-08-01
影响因子：
4.1
通讯作者：
Loewe, German
中科院分区：
文献类型：
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作者：
Revilla, Melanie;Ochoa, Carlos;Loewe, German
多年来，调查一直被用作许多研究领域收集数据的主要工具。然而，环境变化越来越快，带来了新的挑战和机遇。本文认为，在这种新的背景下，人类记忆的局限性导致使用调查来研究客观的在线行为时结果不准确：人们无法回忆起他们所做的一切。因此，除了调查数据之外，它还研究了使用安装在参与者设备上的跟踪应用程序（称为仪表）的被动数据来记录他们的在线行为的可能性。在评估的程度与被动的数据收集的一个案例研究（Netquest计量面板在西班牙）的一些主要缺点，本文表明，从网络调查和仪表的数据导致非常不同的结果对同一样本的受访者的在线行为，需要联合收割机几个来源的数据收集在未来。
Surveys have been used as main tool of data collection in many areas of research and for many years. However, the environment is changing increasingly quickly, creating new challenges and opportunities. This article argues that, in this new context, human memory limitations lead to inaccurate results when using surveys in order to study objective online behavior: People cannot recall everything they did. It therefore investigates the possibility of using, in addition to survey data, passive data from a tracking application (called a meter) installed on participants' devices to register their online behavior. After evaluating the extent of some of the main drawbacks linked to passive data collection with a case study (Netquest metered panel in Spain), this article shows that the data from the web survey and the meter lead to very different results about the online behavior of the same sample of respondents, showing the need to combine several sources of data collection in the future.