1. The basics of Social Science Research Lecture 3
Dr. Jordy Gosselt
Department of Communication Science

2. Today Research training: 3rd part Research methods and Data collection
Making a questionnaire: Social Research Training
Next meeting: Data analysis (making a data file in spss, calculating the reliability of your instrument, making variables, calculating Means/SD, comparing groups)
Crime Science (M. Junger)
 Book Chapter 5, 6, 7, 9, 10
[Bha2012] Bhattacherjee, A. (2012). Social Science Research. Principles, Methods, and Practices. Tampa, Florida: University of South Florida. PDF

3. Now: Being a participant
Third part of the study

4. Now: Making a questionnaire
Social Science Research Training: Aim of the study?

5. Now: Making a questionnaire
Study: The privacy paradox observed in normal behavior – the role of technical expertise and money
Theory:
Users claim to be highly concerned about their privacy (=attitude)
Consumer’s choice to download an app is driven by (1) popularity; (2) usability; (3) price, without much hesitation (=actual behavior)
Privacy paradox?
For the largest part of lay people, technical processes that run in the background are not understandable: users make use of risky online services even if they have privacy or security concerns
Knowledge gap?
Users have the tendency not to buy an app even it costs very little money, free versions are preferred
Monetary compensation?

6. Now: Making a questionnaire
Study: The privacy paradox observed in normal behavior – the role of technical expertise and money
Research showed that surfing the digital, online world and using mobile computing is characterized by a paradoxical behavior as users claim to be very concerned about their privacy, but at the same time, do download and install mobile applications and disclose private information seemingly without any hesitation.
Quite often, the so-called privacy paradox was studied rather theoretical than focusing on actual behavior, leading to a well-documented measurement bias. Therefore, this study focusses on observing actual behavior in order to determine if the privacy paradox is indeed observable at users when actually interacting with their mobile phone. Furthermore, some scholars claim that the paradoxical behavior results from insufficient knowledge about technical aspects of (mobile) computing. Technical processes that run in the background are not understandable for lay users, eventually leading to a seemingly acceptance of certain risks accompanying online, disclosure behavior. In order to diminish the effect of lack of knowledge, we studied actual behavior among a technical experienced user group. As a third factor, literature on the privacy paradox discusses the phenomenon in the light of financial considerations. Quite often, users are not willing to pay for their privacy and therefore, trade personal data for services for free. Consequently, within the scope of this study, monetary compensation was provided in order to control for financial constraints.

7. Now: Making a questionnaire
Study split into three parts
Combination of survey, experiment and qualitative design
Part 1: Evaluation of participants’ general smart phone knowledge and skills: survey
Part 2: Measuring users’ information privacy concerns: experiment
downloading app
description of your downloading process
short survey
Part 3: Observing actual behavior/factors influencing download process: review + survey

8. Now: Making a questionnaire Part 1: Evaluation of participants’ general smart phone knowledge and skills: survey
Participant information
Informed consent
Ask for demographical data:
Participant information + informed consent = see CCS website
Demographics: Ask as much as you need to carefully describe your sample but do not ask useless information

9. Now: Making a questionnaire Part 1: Evaluation of participants’ general smart phone knowledge and skills: survey
Scale: General smartphone knowledge and skills (adapted from Androulidakis & Kandus, 2011, 2012)
Scale smartphone knowledge and skills  no Cronbachs alpha available but quite a lare sample, more than 7000 participants
Measurement of smartphones knowledge and skills  is there any influence of the level of knowledge on the decision making process to download an app?
[And2011] Androulidakis, I., & Kandus, G. (2011). Mobile phone security awareness and practices of students in Budapest. Availability, Reliability and Security (ARES), The Sixth International Conference on Digital Telecommunications, Budapest, Hungary.

10. Now: Making a questionnaire Part 1: Evaluation of participants’ general smart phone knowledge and skills: survey
Scale: Perceived usefulness (Chuah et al., 2016)
Scale: Perceived ease of use (Yang, 2013)
High Cronbach‘s alpha see high internal consistency reliability = items measure the constructs you aim to examine
[Chu2016] Chuah, S. H-W., et al. (2016). Wearable technologies: The role of usefulness and visibility in smartwatch adoption. Computers in Human Behavior, 65,
[Yan2013] Yang, H. C. (2013). Bon appétit for apps: Young American consumers’ acceptance of mobile applications. Journal of Computer Information Systems, 53(3),

11. Now: Making a questionnaire Part 1: Evaluation of participants’ general smart phone knowledge and skills: survey
Scale: Westin Privacy Index (see Kumaraguru & Cranor, 2005)
Westin Privacy Index = General privacy sensitivity
Does the general privacy sensitivity has an influence on the decision which app to download?
[Kum2005] Kumaraguru, P. & Cranor L. F., Privacy indexes : a survey of Westin's studies. Technical report. Carnegie Mellon University: Pittsburgh, Pennsylvania.

12. Now: Making a questionnaire Part 1: Evaluation of participants’ general smart phone knowledge and skills: survey
Scale: Factors that play a role in the selection process of downloading an app (own scale)
Verification of experiment: do you mention consistent factors that play a role in the selection process of downloading an app (comparison with review and which app you actually downloaded)

13. Now: Making a questionnaire Part 2: Measuring users’ information privacy concerns: experiment
Evaluate different apps regarding user experience, 2 groups:
Hedonic app (game) vs utilitarian app (to-do-list), choice based on a pre-test
Mellow Meadows Tower Defense (0 permission but 1,55 Euro)
New Eskimo Defense (2 permissions and 0,96 Euro)
Astroid Defense Classic (4 permissions, for free)
Safe the cave: Tower Defense (6 permissions, for free)
Tower Defense: Infinite War (7 permissions, for free)
And the same for group 2 (to-do-list)
10 euros to spend, use and write review
Apps increasing in permissions that are not related to functionality (e.g. in-app purchases, identity, contact, photos, WIFI connection etc.)

14. Now: Making a questionnaire Part 2: Measuring users’ information privacy concerns: experiment
Verification of experiment: do you mention consistent factors that play a role in the selection process of downloading an app (comparison with the questions from the first questionnaire)
Explanation of downloading process = evaluating your decision making process: Did you followed a risk-benefit calculation or not e.g. do you mention different factors after having downloaded an app?

15. Now: Making a questionnaire Part 3: Observing actual behavior/factors influencing download process: review + survey
Manipulation check (did they really download?)
Which app did you download?
Verification of app store: only include data from participants that have used Google Play Store
Did you buy the app or not

16. Now: Making a questionnaire Part 3: Observing actual behavior/factors influencing download process: review + survey
Review: What factors play a role? (do privacy related issues play a role?)
Review: combination of qualitative and quantitative data: makes the reliability of your study stronger
Do you mention different or additional factors in the review compared to the factors we asked for in the questionnaire?

17. Now: Making a questionnaire Part 3: Observing actual behavior/factors influencing download process: review + survey
Scale: Factors influencing intention to install mobile applications (Harris et al., 2016)
Perceived security
Application characteristics
Positive reputation
Familiarity
Desensitization
Perceived risk
Consumer trust
Perceived benefits
Intent to install
This scale is more privacy related: If we ask this prior to the experiment you might be biased in terms of privacy and probably consider different factors while selecting an app
[Har2016]. Harris, M. A., Brookshire, R., & Chin, A. G. (2016). Identifying factors influencing consumers’ intent to install mobile applications. International Journal of Information Management, 36, 441–450.

18. Now: Making a questionnaire Part 3: Observing actual behavior/factors influencing download process: review + survey
Scale: Mobile users’ information privacy concerns (Xu et al., 2012)
Perceived surveillance
Perceived intrusion
Secondary use of personal information
Prior Privacy Experience
Behavioral Intention
This scale is more privacy related: If we ask this prior to the experiment you might be biased in terms of privacy and probably consider different factors while selecting an app
[Xu2012]. Xu, H., Gupta, S., Rosson, M. B., & Carroll, J. M. (2012). Measuring mobile users’ concerns for information privacy. Thirty Third International Conference on Information Systems, Orlando,

19. To sum up Develop an experiment costs you time (and money)
Do a pre-test if possible (validity!)
Use existing scales (reliable!)
Combination of research methods

20. Data Collection Type of data collection: qualitative vs. quantitative
Expected amount of collected data
Online questionnaire: Between 200 and 250 respondents
Hard-copy questionnaire: Between 100 and 150 respondents
Experimental designs: Depending on number of conditions (min 30 resp. per condition)
Interviews: Between 15 and 20 participants
Focus groups: Between 4 and 6 group sessions
Content analysis: Depends on the research design
Observations: Depends on the research design

21. Data Collection: Qualtrics
Data collection procedure
Online survey tool “Qualtrics” is available in cases of quantitative data collection (i.e. surveys, experiments, sorting tasks, heat maps...)
Easy to use and distribute
Direct export to SPSS

22. Your research proposal:
Refine RQ(s) based on literature
De/Refine your concept(s), construct(s) and variable(s)
Determine how to examine your RQ(s)
The research method must fit your RQ(s)
Define your target group and sampling method
Operationalize your chosen method
Make or find scales / make experimental groups / make interview questions / etc. and think of validity and reliability
Fill in the documents for the ethical committee
Contact your student assistant if you have questions