An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon's Mechanical Turk

• Published in: Journal of advertising Vol. 46; no. 1; pp. 141 - 155
• Main Authors: Kees, Jeremy, Berry, Christopher, Burton, Scot, Sheehan, Kim
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 02.01.2017; Taylor & Francis Group, LLC; Taylor & Francis Ltd
• Subjects: Advertising; Data Collection; Electronic commerce; Quality; Researchers

Data collection using Internet-based samples has become increasingly popular in many social science disciplines, including advertising. This research examines whether one popular Internet data source, Amazon's Mechanical Turk (MTurk), is an appropriate substitute for other popular samples utili...