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RICH PROFILES
OR   WHAT'S THE PROBLEM WITH SELF-DISCLOSURE DATA?




                 FLORIAN TRESS, ODC SERVICES GMBH
                 GOR 2011, MARCH 15TH, DUESSELDORF
THE PROBLEM
3
WE COULD NOT PRESELECT…

 Response Behaviour (e.g. Response Latency)

 Data Quality (e.g. Straightlining in Grid Tables)

 Special Target Groups (e.g. LOHAS)




                                                      4
WHAT ABOUT DATA MINING?
DIFFICULTIES
 technical limitations when collecting data

 detect changes over time

 no information for fresh panelists available




                                                 6
SOLUTION 1: ASK THE PANELISTS
105   106
                                                                 101
                                                   95
                        93




          Ich beantworte Fragebögen eher           Ich beantworte Fragebögen eher
           schneller als der Durchschnitt.         langsamer als der Durchschnitt.




Index: Duration (Average = 100), n=502                                               8
107
                                       104            103
                                                                     97

                        86




           Ich schreibe eher mehr als der             Ich schreibe eher weniger als der
                    Durchschnitt                                Durchschnitt




Index: Amount of Words (Average = 100), n=502                                             9
WHAT‘S THE PROBLEM WITH SELF-DICLOSURE DATA?

 Respondents might have a wrong perception

 Respondents might not have the needed knowledge / expertise

 Risk of performative contradictions




                                                                10
SOLUTION 2: RICH PROFILING
THE IDEA
 Dispositions in personality determine behaviour

 Measure dispositions to predict behaviour

 Profile panelists with a simple screener




                                                    12
STATEMENTS                            FACTORS

»Surveys are an opportunity of
democratic participation.«

»My answers help companies to         OWN INTEREST IN PROVIDING
provide better products.«             VALID INFORMATION IN SURVEYS

»By answering questionnaires I have
influence on new trends.«             DUTY OF PROVIDING VALID
                                      INFORMATION IN SURVEYS
»I consider all the options given
before I give my final answer to a
question.«

…


                                                                     13
DUTY



THE UNSELFISH             THE COMMITED




                                 OWN INTEREST




THE FRUSTRATED          THE OPPORTUNIST


                                                14
THE FRUSTRATED

»I DON‘T WANT TO LOSE MY TIME ON SURVEYS.«



»MY OPINION DOES NOT MATTER IN SOCIETY.«




                                             15
THE OPPORTUNIST

»I ONLY WANT TO GET INTRESTING SURVEYS.«



»SURVES ARE GOOD FOR SELF-EXPOSER.«




                                           16
THE COMMITED

»YOU CAN LEARN A LOT
WHEN YOU TAKE PART IN SURVEYS.«



»I TRY TO SHAPE NEW TRENDS WITH MY OPINION.«




                                               17
THE UNSELFISH

»I WILL GIVE MY BEST,
NO MATTER WHAT KIND OF SURVEY IT IS.«



»I‘M NOT SURE WHAT MY OPINION IS GOOD FOR,
BUT I DON‘T HAVE TO UNDERSTAND THAT.«




                                             18
RESULTS
THE STUDY
Sample:
502 Panelists / ~25% each type

Semi-mondadic design:
Participants were allowed to choose the 4 most
intresting topics out of 10 topics

Performance-data:
duration, time on single concept pages, number of
words written in open textfields, …



                                                    20
Cheating
                                                                          157



                                                         126




                   61
                                         55




              The Unselfish     The Commited       The Opportunist   The Frustrated




Index: Cheating (Average = 100), n=502                                                21
Duration (Total)


                    125


                                       100
                                                       91
                                                                        84




              The Unselfish      The Commited    The Opportunist   The Frustrated




Index: Duration Total (Average = 100), n=502                                        22
Duration (Total)
                   157




                                      83                 86
                                                                          74




              The Unselfish     The Commited      The Opportunist   The Frustrated




Index: Duration Single Concept Page (Average = 100), n=502                           23
Amount of Words



                   120

                                     100
                                                      90               90




              The Unselfish     The Commited    The Opportunist   The Frustrated




Index: Amount of Words (Average = 100), n=502                                      24
Amount of Words


                                      124


                    98
                                                         93

                                                                          78




              The Unselfish      The Commited      The Opportunist   The Frustrated




Index: Relevance of Information (Average = 100), n=502                                25
CONCLUSION
CONCLUSION
 Simple test to predict the survey behaviour

 Recruitment: Quality check for fresh panelists

 Additional information for better sampling




                                                   27
VALUABLE ANSWERS
FOR IMPORTANT DECISIONS.




ODC Services GmbH

Kaflerstraße 8
81241 München
Tel. +49 (0) 89 548 01 94 - 0
Fax +49 (0) 89 548 01 94 - 99
info@odc-services.com                  ODC Services ist Mitglied im Arbeitskreis Deutscher Markt-
                                und Sozialforschungsinstitute e.V. und der Deutschen Gesellschaft
www.odc-services.com                    für Online-Forschung e.V. und zertifiziert nach ISO 26362.

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Rich Profiles

  • 1. RICH PROFILES OR WHAT'S THE PROBLEM WITH SELF-DISCLOSURE DATA? FLORIAN TRESS, ODC SERVICES GMBH GOR 2011, MARCH 15TH, DUESSELDORF
  • 3. 3
  • 4. WE COULD NOT PRESELECT…  Response Behaviour (e.g. Response Latency)  Data Quality (e.g. Straightlining in Grid Tables)  Special Target Groups (e.g. LOHAS) 4
  • 5. WHAT ABOUT DATA MINING?
  • 6. DIFFICULTIES  technical limitations when collecting data  detect changes over time  no information for fresh panelists available 6
  • 7. SOLUTION 1: ASK THE PANELISTS
  • 8. 105 106 101 95 93 Ich beantworte Fragebögen eher Ich beantworte Fragebögen eher schneller als der Durchschnitt. langsamer als der Durchschnitt. Index: Duration (Average = 100), n=502 8
  • 9. 107 104 103 97 86 Ich schreibe eher mehr als der Ich schreibe eher weniger als der Durchschnitt Durchschnitt Index: Amount of Words (Average = 100), n=502 9
  • 10. WHAT‘S THE PROBLEM WITH SELF-DICLOSURE DATA?  Respondents might have a wrong perception  Respondents might not have the needed knowledge / expertise  Risk of performative contradictions 10
  • 11. SOLUTION 2: RICH PROFILING
  • 12. THE IDEA  Dispositions in personality determine behaviour  Measure dispositions to predict behaviour  Profile panelists with a simple screener 12
  • 13. STATEMENTS FACTORS »Surveys are an opportunity of democratic participation.« »My answers help companies to OWN INTEREST IN PROVIDING provide better products.« VALID INFORMATION IN SURVEYS »By answering questionnaires I have influence on new trends.« DUTY OF PROVIDING VALID INFORMATION IN SURVEYS »I consider all the options given before I give my final answer to a question.« … 13
  • 14. DUTY THE UNSELFISH THE COMMITED OWN INTEREST THE FRUSTRATED THE OPPORTUNIST 14
  • 15. THE FRUSTRATED »I DON‘T WANT TO LOSE MY TIME ON SURVEYS.« »MY OPINION DOES NOT MATTER IN SOCIETY.« 15
  • 16. THE OPPORTUNIST »I ONLY WANT TO GET INTRESTING SURVEYS.« »SURVES ARE GOOD FOR SELF-EXPOSER.« 16
  • 17. THE COMMITED »YOU CAN LEARN A LOT WHEN YOU TAKE PART IN SURVEYS.« »I TRY TO SHAPE NEW TRENDS WITH MY OPINION.« 17
  • 18. THE UNSELFISH »I WILL GIVE MY BEST, NO MATTER WHAT KIND OF SURVEY IT IS.« »I‘M NOT SURE WHAT MY OPINION IS GOOD FOR, BUT I DON‘T HAVE TO UNDERSTAND THAT.« 18
  • 20. THE STUDY Sample: 502 Panelists / ~25% each type Semi-mondadic design: Participants were allowed to choose the 4 most intresting topics out of 10 topics Performance-data: duration, time on single concept pages, number of words written in open textfields, … 20
  • 21. Cheating 157 126 61 55 The Unselfish The Commited The Opportunist The Frustrated Index: Cheating (Average = 100), n=502 21
  • 22. Duration (Total) 125 100 91 84 The Unselfish The Commited The Opportunist The Frustrated Index: Duration Total (Average = 100), n=502 22
  • 23. Duration (Total) 157 83 86 74 The Unselfish The Commited The Opportunist The Frustrated Index: Duration Single Concept Page (Average = 100), n=502 23
  • 24. Amount of Words 120 100 90 90 The Unselfish The Commited The Opportunist The Frustrated Index: Amount of Words (Average = 100), n=502 24
  • 25. Amount of Words 124 98 93 78 The Unselfish The Commited The Opportunist The Frustrated Index: Relevance of Information (Average = 100), n=502 25
  • 27. CONCLUSION  Simple test to predict the survey behaviour  Recruitment: Quality check for fresh panelists  Additional information for better sampling 27
  • 28. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. ODC Services GmbH Kaflerstraße 8 81241 München Tel. +49 (0) 89 548 01 94 - 0 Fax +49 (0) 89 548 01 94 - 99 info@odc-services.com ODC Services ist Mitglied im Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V. und der Deutschen Gesellschaft www.odc-services.com für Online-Forschung e.V. und zertifiziert nach ISO 26362.