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Rich Profiles

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Florian Tress
Florian Tress

This document discusses problems with self-reported data from survey respondents and proposes a solution called "rich profiling". It notes that respondents may have inaccurate perceptions of themselves or lack expertise to self-report behaviors. The proposed solution is to measure respondents' personalities through a simple screener to predict behaviors like response speed and data quality. The document describes different personality types and presents results of a study showing personality types performed differently on tasks like duration, cheating, and word count. It concludes that rich profiling through a personality screener can help with recruitment, sampling, and providing additional respondent information.

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RICH PROFILES OR WHAT'S THE PROBLEM WITH SELF-DISCLOSURE DATA? FLORIAN TRESS, ODC SERVICES GMBH GOR 2011, MARCH 15TH, DUESSELDORF
THE PROBLEM
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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 Durchschnitt Index: 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 of democratic participation.« »My answers help companies to OWN INTEREST IN PROVIDING provide better products.« VALID INFORMATION IN SURVEYS »By answering questionnaires I have influence on new trends.« DUTY OF PROVIDING VALID INFORMATION IN SURVEYS »I consider all the options given before I give my final answer to a question.« … 13
DUTY THE UNSELFISH THE COMMITED OWN INTEREST THE 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 LOT WHEN 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 STUDY Sample: 502 Panelists / ~25% each type Semi-mondadic design: Participants were allowed to choose the 4 most intresting topics out of 10 topics Performance-data: duration, time on single concept pages, number of words written in open textfields, … 20
Cheating 157 126 61 55 The Unselfish The Commited The Opportunist The Frustrated Index: Cheating (Average = 100), n=502 21
Duration (Total) 125 100 91 84 The Unselfish The Commited The Opportunist The Frustrated Index: Duration Total (Average = 100), n=502 22
Duration (Total) 157 83 86 74 The Unselfish The Commited The Opportunist The Frustrated Index: Duration Single Concept Page (Average = 100), n=502 23
Amount of Words 120 100 90 90 The Unselfish The Commited The Opportunist The Frustrated Index: Amount of Words (Average = 100), n=502 24
Amount of Words 124 98 93 78 The Unselfish The Commited The Opportunist The Frustrated Index: 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 ANSWERS FOR IMPORTANT DECISIONS. ODC Services GmbH Kaflerstraße 8 81241 München Tel. +49 (0) 89 548 01 94 - 0 Fax +49 (0) 89 548 01 94 - 99 info@odc-services.com ODC Services ist Mitglied im Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V. und der Deutschen Gesellschaft www.odc-services.com für Online-Forschung e.V. und zertifiziert nach ISO 26362.

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Rich Profiles

  • 1. RICH PROFILES OR WHAT'S THE PROBLEM WITH SELF-DISCLOSURE DATA? FLORIAN TRESS, ODC SERVICES GMBH GOR 2011, MARCH 15TH, DUESSELDORF
  • 3. 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) 4
  • 5. WHAT ABOUT DATA MINING?
  • 6. DIFFICULTIES  technical limitations when collecting data  detect changes over time  no information for fresh panelists available 6
  • 7. SOLUTION 1: ASK THE PANELISTS
  • 8. 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
  • 9. 107 104 103 97 86 Ich schreibe eher mehr als der Ich schreibe eher weniger als der Durchschnitt Durchschnitt Index: Amount of Words (Average = 100), n=502 9
  • 10. 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
  • 11. SOLUTION 2: RICH PROFILING
  • 12. THE IDEA  Dispositions in personality determine behaviour  Measure dispositions to predict behaviour  Profile panelists with a simple screener 12
  • 13. STATEMENTS FACTORS »Surveys are an opportunity of democratic participation.« »My answers help companies to OWN INTEREST IN PROVIDING provide better products.« VALID INFORMATION IN SURVEYS »By answering questionnaires I have influence on new trends.« DUTY OF PROVIDING VALID INFORMATION IN SURVEYS »I consider all the options given before I give my final answer to a question.« … 13
  • 14. DUTY THE UNSELFISH THE COMMITED OWN INTEREST THE FRUSTRATED THE OPPORTUNIST 14
  • 15. THE FRUSTRATED »I DON‘T WANT TO LOSE MY TIME ON SURVEYS.« »MY OPINION DOES NOT MATTER IN SOCIETY.« 15
  • 16. THE OPPORTUNIST »I ONLY WANT TO GET INTRESTING SURVEYS.« »SURVES ARE GOOD FOR SELF-EXPOSER.« 16
  • 17. THE COMMITED »YOU CAN LEARN A LOT WHEN YOU TAKE PART IN SURVEYS.« »I TRY TO SHAPE NEW TRENDS WITH MY OPINION.« 17
  • 18. 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
  • 20. THE STUDY Sample: 502 Panelists / ~25% each type Semi-mondadic design: Participants were allowed to choose the 4 most intresting topics out of 10 topics Performance-data: duration, time on single concept pages, number of words written in open textfields, … 20
  • 21. Cheating 157 126 61 55 The Unselfish The Commited The Opportunist The Frustrated Index: Cheating (Average = 100), n=502 21
  • 22. Duration (Total) 125 100 91 84 The Unselfish The Commited The Opportunist The Frustrated Index: Duration Total (Average = 100), n=502 22
  • 23. Duration (Total) 157 83 86 74 The Unselfish The Commited The Opportunist The Frustrated Index: Duration Single Concept Page (Average = 100), n=502 23
  • 24. Amount of Words 120 100 90 90 The Unselfish The Commited The Opportunist The Frustrated Index: Amount of Words (Average = 100), n=502 24
  • 25. Amount of Words 124 98 93 78 The Unselfish The Commited The Opportunist The Frustrated Index: Relevance of Information (Average = 100), n=502 25
  • 27. CONCLUSION  Simple test to predict the survey behaviour  Recruitment: Quality check for fresh panelists  Additional information for better sampling 27
  • 28. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. ODC Services GmbH Kaflerstraße 8 81241 München Tel. +49 (0) 89 548 01 94 - 0 Fax +49 (0) 89 548 01 94 - 99 info@odc-services.com ODC Services ist Mitglied im Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V. und der Deutschen Gesellschaft www.odc-services.com für Online-Forschung e.V. und zertifiziert nach ISO 26362.