Title

Assessing the feasibility of Mturk for cross-national consumer online sampling

RIS ID

93061

Publication Details

Reynolds, N. & Greenacre, L. (2013). Assessing the feasibility of Mturk for cross-national consumer online sampling. Proceedings of the 16th World Marketing Congress (pp. 837-837). Academy of Marketing Science.

Abstract

[extract] Sampling respondents from online sources is now a common research practice. With the increase in internet use across the globe, it is possible to source respondents from multiple countries. This leads to questions concerning the suitability of these samples for cross-national research. Amazon's Mechanical Turk (MTurk) is a now common source of participants in research. To assess the feasibility of MTurk for cross-national consumer research this paper asks two broad questions (i) where are MTurk workers located and can location be considered equivalent to nationality?, and (ii) are MTurk workers representative of their nationalities and/or cross-nationally comparable?

Link to publisher version (URL)

World Marketing Congress

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