Data Collection in a Flat World: Strengths and Weaknesses of Mechanical Turk Samples

Joseph K. Goodman, Washington University in St.Louis, USA
Cynthia E. Cryder, Washington University in St.Louis, USA
Amar Cheema, University of Virginia, USA
We compare Mechanical Turk participants to community and student samples on personality, financial, and consumption dimensions, as well as classic decision-making biases. We find many similarities between Mechanical Turk participants and traditional samples, but we also find important differences that researchers should consider when using Mechanical Turk for consumer research.
[ to cite ]:
Joseph K. Goodman, Cynthia E. Cryder, and Amar Cheema (2012) ,"Data Collection in a Flat World: Strengths and Weaknesses of Mechanical Turk Samples", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 112-116.