Interactivity and Data Quality in Computer-Based Experiments

Neil Brigden, Miami University, USA
Experimental researchers often complain about the poor quality of participants’ responses, but tend to attribute the problem to the participants rather than the experiment. This paper examines how the presence of interactive elements in an experiment (audio, video, and consequential choices), may increase participant engagement, improving data quality.
[ to cite ]:
Neil Brigden (2015) ,"Interactivity and Data Quality in Computer-Based Experiments", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 18-22.