1. Online Studies: Strategies and Sources Dr. Ulf Hahnel Consumer Decision and Sustainable Behavior Lab Geneva, 17/11/2015

2. Online studies: sources 1. Market research institutes 2. Panel only 3. Crowd-based solutions

3. Before you start… You have to keep in mind that: Response speed is often frighteningly short. Users are – to some extent – professionals  Behavioral patterns/strategies

4. What can I do? Keep the disadvantages in mind when you design your study, i.e. at an early stage. Include control mechanisms  ”Classic” control questions  Comprehension questions  Adapt stimuli/information presentation Talk to the provider!

5. MARKET RESEARCH + PANEL Online Studies

6. How does it work? “Negotiation” with provider:  price, control, sample You provide a URL: e.g. Qualtrics based First check by the provider: redirects etc. “Soft launch”: Check data! “Full launch”  Data within 1 week

7. Respondi CountryGermany TypePanel (online) + more PriceNo. Participants x duration x 0.10 + CPI (approx. 2.5- 3.2€ p.P.); 10 min, N = 250  730 € At least 500 € CommentsSpecific selection of subjects possible: e.g. homeowners Good service: e.g., control mechanisms AdviceAsk for University reduction (40% on CPI) Interesting for larger samples + strict quota

8. Intervista CountrySwitzerland TypeFull service PriceHigh, individual rates Comments60.000 panel users Quality focus AdviceCompare offers: http://www.vsms-asms.ch/de/verband- vsms/mitgliedsinstitute/

9. Umfrageteilnehmer.de CountryGermany TypePanel only (online) PriceNo participants x duration x 0.10 € (+ taxes) No minimum amount CommentsModerate selection of participants possible Credit card only AdviceInteresting for small/medium samples

10. Consumerfieldwork CountryGermany TypePanel only (online) PriceSee next page CommentsFast No minimum amount AdviceComing soon

11. Environmental and moral attributes Main assumptions

12. CROWDSOURCING PLATFORMS Online Studies

13. Amazon’s M-Turk CountryUS TypeCrowdsourcing platform PriceUp to you, reference value approx. $3 per hour 20% service charges Comments“Soft” selections criteria US address and social security number needed AdviceFind someone in the US

14. M-Turk “Consultants” We are an inexpensive solution to the problem that Amazon has created, but we will always pay our workers (your participants) a fair wage. If you are looking to have workers preform an hour long survey for $1.50, we are not the site for you. Workers will always earn an average wage of $9 per hour or $0.15 per minute working on surveys. Our reputation as a requester, your reputation as a client and the welfare of participants are all considered when discussing HIT publication and pricing. Our fees are a minimum of $35 or 13%, whichever is greater (on top of 20% M-Turk charges).

15. Clickworker CountryWorldwide (700.000 workers) TypeCrowdsourcing platform + individual project setup PriceUp to you 40% service charges (+taxes) CommentsSurvey setup via marketplace Soft selection criteria E-Mail support AdviceCheck it out

16. Clickworker Self Service Surveys You can also place your survey orders on our marketplace yourself. This service is suitable for surveys that have been created by an external source and for which you only need to provide us with a link for the survey participants. Simply, enter the title and the description of your order, determine the basic information regarding the target audience of the survey, as well as the fee per participant, insert the link to the survey and the desired number of participants or upload these data via CSV file, top up your prepaid account and send off the order – done!

17. Crowdflower CountryWorldwide TypeCrowdsourcing platform PriceUp to you 0 - 20% service charges Advanced option: Annual fee (own data) CommentsOpen data E-Mail support AdviceMore appropriate for content analysis and similar tasks

18. Crowdflower: Data for everyone library Disasters on social media Contributors looked at over 10,000 tweets culled with a variety of searches like "ablaze", "quarantine", and "pandemonium", then noted whether the tweet referred to a disaster event (as opposed to a joke with the word or a movie review or something non- disastrous). Do these chemicals contribute to a disease? Contributors read sentences in which both a chemical (like Aspirin) and a disease (or side-effect) were present. They then determined if the chemical directly contributed to the disease or caused it. Dataset includes chemical names, disease name, and aggregated judgments of five (as opposed to the usual three) contributors.

19. Google Customer Surveys CountryWorldwide (US, UK, Germany; not Switzerland) TypePanel – Play Store users Price$0.10 for 1 question, and 1$ for 2-10 questions CommentsInference of data and age You have to use Google tool AdviceMight be interesting for pre-testing

20. To sum it RespondiMedium/large samples with strong restrictions: homeowners etc. IntervistaSwiss sample UmfrageteilnehmerSmall/medium samples without strong restrictions Short/medium surveys CosumerfieldworkMedium/large samples moderate restrictions M-TurkSmall – large samples without sample restrictions; pre-testing ClickworkerSmall – large samples without restrictions; Long surveys CrowdflowerContent analysis etc. Google Customer SurveysSmall – large samples with basic restrictions Very short surveys Ulf’s advic e

21. Thank you for your attention! Contact: Dr. Ulf Hahnel Consumer Decision and Sustainable Behavior Lab Department of Psychology University of Geneva 40, Boulevard du Pont d'Arve 1205 Geneva, Switzerland +41 22 37 98608 ulf.hahnel@unige.ch www.unige.ch/fapse/decisionlab