Rich Profiles

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Information about Rich Profiles
Spiritual

Published on March 18, 2011

Author: FlorianODC

Source: slideshare.net

RICH PROFILESOR WHATS 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 DurchschnittIndex: 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 ofdemocratic participation.«»My answers help companies to OWN INTEREST IN PROVIDINGprovide better products.« VALID INFORMATION IN SURVEYS»By answering questionnaires I haveinfluence on new trends.« DUTY OF PROVIDING VALID INFORMATION IN SURVEYS»I consider all the options givenbefore I give my final answer to aquestion.«… 13

DUTYTHE UNSELFISH THE COMMITED OWN INTERESTTHE 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 LOTWHEN 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 STUDYSample:502 Panelists / ~25% each typeSemi-mondadic design:Participants were allowed to choose the 4 mostintresting topics out of 10 topicsPerformance-data:duration, time on single concept pages, number ofwords written in open textfields, … 20

Cheating 157 126 61 55 The Unselfish The Commited The Opportunist The FrustratedIndex: Cheating (Average = 100), n=502 21

Duration (Total) 125 100 91 84 The Unselfish The Commited The Opportunist The FrustratedIndex: Duration Total (Average = 100), n=502 22

Duration (Total) 157 83 86 74 The Unselfish The Commited The Opportunist The FrustratedIndex: Duration Single Concept Page (Average = 100), n=502 23

Amount of Words 120 100 90 90 The Unselfish The Commited The Opportunist The FrustratedIndex: Amount of Words (Average = 100), n=502 24

Amount of Words 124 98 93 78 The Unselfish The Commited The Opportunist The FrustratedIndex: 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 ANSWERSFOR IMPORTANT DECISIONS.ODC Services GmbHKaflerstraße 881241 MünchenTel. +49 (0) 89 548 01 94 - 0Fax +49 (0) 89 548 01 94 - 99info@odc-services.com ODC Services ist Mitglied im Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V. und der Deutschen Gesellschaftwww.odc-services.com für Online-Forschung e.V. und zertifiziert nach ISO 26362.

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