Crowdsourcing Consumer Research
Crowdsourcing Consumer Research
复制标题
DOI：
10.1093/jcr/ucx047
复制
发表时间：
2017-06-01
影响因子：
7.2
通讯作者：
Paolacci, Gabriele
中科院分区：
文献类型：
--
作者：
Goodman, Joseph K.;Paolacci, Gabriele
消费者研究中的数据收集已逐渐从传统样本（例如大学本科生）转向互联网样本。在《消费者研究杂志》最近一整卷（2015年6月 - 2016年4月）中，43%的行为研究是在众包网站亚马逊土耳其机器人（MTurk）上进行的。众包实证调查这一选择对个体研究人员和该领域都有很大的效率优势，但它也对研究应如何设计、开展、分析和评估提出了新的挑战和问题。我们评估了有关众包群体可靠性的证据以及众包在何种条件下是一种有效的数据收集策略。基于此证据，我们为研究人员通过众包进行高质量研究提出了具体的指导方针。我们希望本教程将加强学界对数据收集实践的审视，并推动该领域朝着更好、更有效的消费者研究众包方向发展。
Data collection in consumer research has progressively moved away from traditional samples (e.g., university undergraduates) and toward Internet samples. In the last complete volume of the Journal of Consumer Research (June 2015-April 2016), 43% of behavioral studies were conducted on the crowdsourcing website Amazon Mechanical Turk (MTurk). The option to crowdsource empirical investigations has great efficiency benefits for both individual researchers and the field, but it also poses new challenges and questions for how research should be designed, conducted, analyzed, and evaluated. We assess the evidence on the reliability of crowdsourced populations and the conditions under which crowdsourcing is a valid strategy for data collection. Based on this evidence, we propose specific guidelines for researchers to conduct high-quality research via crowdsourcing. We hope this tutorial will strengthen the community's scrutiny on data collection practices and move the field toward better and more valid crowdsourcing of consumer research.