Crowdsourcing Consumer Research
[COMPLETE ARTICLE READ IN FULL AT SOURCE, the author copy at u.osu.edu] Goodman, J. K., & Paolacci, G. (2017). 'Crowdsourcing Consumer Research.' Journal of Consumer Research, 44(1), 196-210. doi:10.1093/jcr/ucx047. THE ONLY PUBLISHED COUNT OF CONSUMER-RESEARCH SAMPLES FOUND, AND IT COUNTS PLATFORMS RATHER THAN COUNTRIES. '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).' And: 'We analyzed the last four complete volumes (volumes 39-42, published between June 2012 and April 2016) ... Across these 24 issues, JCR published 1,350 surveys and experiments, 27% of which were conducted on MTurk. Most strikingly, the prevalence of MTurk studies steadily increased from 9% of total studies in issue 39 to a whopping 43% in issue 42.' THE SAMPLE-HISTORY FIGURE: 'The history of JCR reveals that during its first decade (1974-1984), student samples and theory-driven samples were equally common in the field. After 40 years, the ratio between student and theory-driven samples is now almost 7:1', attributed to Rapp and Hill 2015, which the vault has not read. THE SINGLE MOST USEFUL SENTENCE IN THE FILE FOR A MARKETING AUDIENCE, BECAUSE IT NAMES THE MECHANISM: 'The majority of workers reside in the United States, and most researchers restrict participation to US residents in order to increase homogeneity.' The platform that could widen the frame is routinely filtered to one country on purpose, for a methodologically respectable reason, so the net effect on composition is nil. THE FAIR CASE FOR CROWDSOURCING, WHICH THE ARTICLE MUST GIVE: United States MTurk workers average about 33.5 years, roughly equal by sex, more than 80 per cent white, about 90 per cent with some university experience and at least half with a degree, about half employed
[COMPLETE ARTICLE READ IN FULL AT SOURCE, the author copy at u.osu.edu] Goodman, J. K., & Paolacci, G. (2017). 'Crowdsourcing Consumer Research.' Journal of Consumer Research, 44(1), 196-210. doi:10.1093/jcr/ucx047. THE ONLY PUBLISHED COUNT OF CONSUMER-RESEARCH SAMPLES FOUND, AND IT COUNTS PLATFORMS RATHER THAN COUNTRIES. '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).' And: 'We analyzed the last four complete volumes (volumes 39-42, published between June 2012 and April 2016) ... Across these 24 issues, JCR published 1,350 surveys and experiments, 27% of which were conducted on MTurk. Most strikingly, the prevalence of MTurk studies steadily increased from 9% of total studies in issue 39 to a whopping 43% in issue 42.' THE SAMPLE-HISTORY FIGURE: 'The history of JCR reveals that during its first decade (1974-1984), student samples and theory-driven samples were equally common in the field. After 40 years, the ratio between student and theory-driven samples is now almost 7:1', attributed to Rapp and Hill 2015, which the vault has not read. THE SINGLE MOST USEFUL SENTENCE IN THE FILE FOR A MARKETING AUDIENCE, BECAUSE IT NAMES THE MECHANISM: 'The majority of workers reside in the United States, and most researchers restrict participation to US residents in order to increase homogeneity.' The platform that could widen the frame is routinely filtered to one country on purpose, for a methodologically respectable reason, so the net effect on composition is nil. THE FAIR CASE FOR CROWDSOURCING, WHICH THE ARTICLE MUST GIVE: United States MTurk workers average about 33.5 years, roughly equal by sex, more than 80 per cent white, about 90 per cent with some university experience and at least half with a degree, about half employed
Written from the cOMPLETE ARTICLE READ IN FULL AT SOURCE, the author copy at u.osu.edu.
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Goodman, J. K., & Paolacci, G. (2017). 'Crowdsourcing Consumer Research.' Journal of Consumer Research, 44(1), 196-210. doi:10.1093/jcr/ucx047