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Marketing Letters

Participant multitasking in online studies

  • 02-02-2024
Published in:
Author
Neil Brigden
Published in
Marketing Letters | Issue 4/2024

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Abstract

The article delves into the growing concern of participant multitasking in online studies, which can compromise data quality. It critiques traditional measures like Instructional Manipulation Checks (IMCs) and introduces innovative, unobtrusive methods using browser focus and page visibility. These new measures offer continuous monitoring of participant attention throughout the study, revealing the extent and impact of multitasking. The study presents three experiments that examine the prevalence of multitasking, its variability across study sections, and its influence on participant responses. It also explores strategies to reduce multitasking through instructions and the accuracy of self-reported multitasking. The findings have significant implications for enhancing the reliability and validity of online research.
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Title
Participant multitasking in online studies
Author
Neil Brigden
Publication date
02-02-2024
Publisher
Springer US
Published in
Marketing Letters / Issue 4/2024
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-024-09718-6
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