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.

1. RICH PROFILES
OR WHAT'S THE PROBLEM WITH SELF-DISCLOSURE DATA?
FLORIAN TRESS, ODC SERVICES GMBH
GOR 2011, MARCH 15TH, DUESSELDORF

2. THE PROBLEM

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

19. RESULTS

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

26. CONCLUSION

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.
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