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Conley, C. A. & Tosti-Kharas, J. 2014. Crowdsourcing content analysis for managerial research. Management Decision, 52(4).

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Jennifer Tosti-Kharas

Contribution Title

Conley, C. A. & Tosti-Kharas, J. 2014. Crowdsourcing content analysis for managerial research. Management Decision, 52(4).

Publication

Crowdsourcing content analysis for managerial research

Co-author

Caryn A. Conley

Year

2014

Description

Purpose - This paper evaluates the effectiveness of a novel method for performing content analysis in managerial research – crowdsourcing, a system where geographically-distributed workers complete small, discrete tasks via the Internet for a small amount of money.

Design/methodology/approach - We examined whether workers from one popular crowdsourcing marketplace, Amazon’s Mechanical Turk, could perform subjective content analytic tasks involving the application of inductively generated codes to unstructured, personally-written textual passages.

Findings - Our findings suggest that anonymous, self-selected, non-expert crowdsourced workers were applied content codes efficiently and at low cost, and that their reliability and accuracy compared to that of trained researchers.

Research limitations/implications - We provide recommendations for management researchers interested in using crowdsourcing most effectively for content analysis, including a discussion of the limitations and ethical issues involved in using this method. Future research could extend our findings by considering alternative data sources and coding schemes of interest to management researchers.

Originality/value - Scholars have begun to explore whether crowdsourcing can assist in academic research; however, this is the first study to examine how crowdsourcing might facilitate content analysis. Crowdsourcing offers several advantages over existing content analytic approaches by combining the efficiency of computer-aided text analysis with the interpretive ability of traditional human coding.

Complete Citation

Conley, C. A. & Tosti-Kharas, J. 2014. Crowdsourcing content analysis for managerial research. Management Decision, 52(4). EarlyCite format.

Website

http://www.emeraldinsight.com/journals.htm?articleid=17109357&show=abstract

See Faculty: Jennifer Tosti-Kharas

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