When: Tuesday, April 17, 16.00-17.00 hours (followed by drinks)
This event is open for external attendees: To register, please send an email with your name and affiliation.
Data collection using internet-based samples has become increasingly popular in many social science disciplines, including marketing and communication. This lecture by dr. Kees will explore whether one popular internet data source, Amazon’s Mechanical Turk (MTurk), is an appropriate substitute for other popular samples utilized in marketing research. Specifically, Dr. Kees will report the results of a five-sample between-subjects experiment was conducted to help researchers who utilize MTurk in advertising experiments understand strengths and limitations of MTurk relative to student samples and professional panels. Moreover, the lecture will also cover precautions that should be taken to ensure the quality of data regardless of the source, and discuss the advantages and pitfalls of lab, panel and crowdsourcing subject pools.
About prof. Kees:
Prof. Jeremy Kees. Jeremy Kees (Ph.D.) is Naclerio Endowed Chair in Business and Professor of Marketing at Villanova University. His research interests include advertising/promotions effectiveness, intertemporal choice, and consumer risk. He has published over 30 articles in various journals including Journal of Marketing Research, Journal of Advertising, Journal of International Advertising, Journal of Public Policy & Marketing, and American Journal of Public Health. Dr. Kees is an Associate Editor for the Journal of Advertising and serves on the Editorial Review Board for the Journal of Public Policy & Marketing, International Journal of Advertising, and Journal of Consumer Affairs.