Online Instrument Delivery and Participant Recruitment Services: Emerging Opportunities for Behavioral Accounting Research
Posted: 22 Feb 2016 Last revised: 23 Feb 2016
Date Written: 2014
Behavioral accounting researchers have historically been constrained in their ability to reach externally valid research participants. The purpose of this paper is to familiarize researchers with two relatively new and innovative ways to overcome this issue. First, this paper discusses two online instrument delivery services provided by SurveyMonkey and Qualtrics that can be used to distribute experimental materials to geographically distributed participants quickly and inexpensively. Second, it reviews a number of participant recruitment services that behavioral accounting researchers can use to identify and recruit externally valid research participants. Specifically, this paper discusses commercial participant recruitment services provided by SurveyMonkey Audience, Qualtrics, Amazon’s Mechanical Turk, and other commercial firms, as well as several non-commercial participant recruitment services associated with industry and professional organizations. Each service is evaluated against three criteria that are important to behavioral accounting researchers: (1) cost, (2) flexibility, and (3) access to populations of interest.
Keywords: online experiment, online survey, instrument delivery, participant recruitment, participant panels, Survey Monkey, Qualtrics, Amazon Mechanical Turk
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