Relevance & Research Question: Most ethical codes around the world require researchers to give some information to the respondent about the nature of the survey they are asking them to undertake. In traditional modes it was part of the job of the interviewer to ensure that people did not exclude themselves on the basis that they may not have views of interest (“your opinion counts!”), or that they may not ‘qualify’ (“all opinions count!”). Since we solicited people, they did not offer themselves to us, there were few ways they could self-select into a telephone or face-to-face study. With online research, and particularly access panel based research, respondents can actively choose to take part in any one of many invitations they receive, based on interest or perceived chances of qualification. The possibility of bias in interest in the subject matter questions the validity of the data collected and the projectability of the sample.
Methods & Data: We investigate three different categories, Pets, Automobiles and Sports. In each case we will be both specific about the item within the category (Dogs, Sports Cars and Football) and just use the general category heading. Experimental treatments reflect the solicitation methods available to us: the direct invitation that clearly mentions the subject matter; and using a router to direct willing respondents to a survey where they will be presented with an introduction stating the subject matter. Finally the survey is presented as an omnibus – a survey with many subjects – this will be both directly invited as well as being placed in the router, the survey here will contain all three subjects. Key dependent variables in the survey proper will be depth of interest in the subject matter.
Results: The survey has not been undertaken as yet. We do not foresee any issues completing the fieldwork and analysis since we would be utilizing our own resources.
Added Value: As a result of this research researchers will understand better the phenomenon of interest bias and how it can be overcome by proper use of modern solicitation methods and messages.