Rich Profiles

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

FLORIAN TRESS, ODC SERVICES GMBHGOR 2011, MARCH 15TH, DUESSELDORF

THE PROBLEM

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)

WHAT ABOUT DATA MINING?

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DIFFICULTIES

technical limitations when collecting data

detect changes over time

no information for fresh panelists available

SOLUTION 1: ASK THE PANELISTS

8

93

105 106

95

101

Ich beantworte Fragebögen eher

schneller als der Durchschnitt.

Ich beantworte Fragebögen eher

langsamer als der Durchschnitt.

Index: Duration (Average = 100), n=502

9Index: Amount of Words (Average = 100), n=502

86

104107

103

97

Ich schreibe eher mehr als der

Durchschnitt

Ich schreibe eher weniger als der

Durchschnitt

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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

SOLUTION 2: RICH PROFILING

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THE IDEA

Dispositions in personality determine behaviour

Measure dispositions to predict behaviour

Profile panelists with a simple screener

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STATEMENTS

»Surveys are an opportunity of democratic participation.«

»My answers help companies to provide better products.«

»By answering questionnaires I have influence on new trends.«

»I consider all the options givenbefore I give my final answer to a question.«

…

FACTORS

OWN INTEREST IN PROVIDING VALID INFORMATION IN SURVEYS

DUTY OF PROVIDING VALID INFORMATION IN SURVEYS

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OWN INTEREST

DUTY

THE UNSELFISH

THE OPPORTUNISTTHE FRUSTRATED

THE COMMITED

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THE FRUSTRATED

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

»MY OPINION DOES NOT MATTER IN SOCIETY.«

16

THE OPPORTUNIST

»I ONLY WANT TO GET INTRESTING SURVEYS.«

»SURVES ARE GOOD FOR SELF-EXPOSER.«

17

THE COMMITED

»YOU CAN LEARN A LOTWHEN YOU TAKE PART IN SURVEYS.«

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

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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.«

RESULTS

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THE STUDYSample: 502 Panelists / ~25% each type

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

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

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

6155

126

157

The Unselfish The Commited The Opportunist The Frustrated

Cheating

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

125

10091

84


Duration (Total)

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

157

83 86

74


Duration (Total)

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

120

100

90 90


Amount of Words

25Index: Relevance of Information (Average = 100), n=502

98

124

93

78


Amount of Words

CONCLUSION

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CONCLUSION

Simple test to predict the survey behaviour

Recruitment: Quality check for fresh panelists

Additional information for better sampling

VALUABLE ANSWERSFOR IMPORTANT DECISIONS.

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