なにが欲しいかと顧客に尋ねていたら,『⾜が速い⾺』といわれたはずだ. ⼈々はみんな,実際に“それ”を⾒るまで,“それ”が欲しいかなんてわからない. Henry Ford2 1:本⽥宗⼀郎.(2005).やりたいことをやれ.PHP 研究所,30. 2: Gallo, C. (2010). The Innovation Secrets of SteveJobs. New York : McGraw-Hill Education.(井⼝耕⼆(訳).(2011).スティーブ・ ジョブズ 驚異のイノベーション.⽇経 BP,180-213.)
Industry Independent of Big Data. Annals of Data Science, 9(2), 249–270. 2: Wright, J. A., Yang, H., & Walker, K. (2012). Do international surveys and censuses exhibit ʻDry Seasonʼbias?. Population, space and place, 18(1), 116-126. 3: Khandker, S. R. (2012). Seasonality of income and poverty in Bangladesh. Journal of Development Economics, 97(2), 244-256. 季節等の周期によって消費者⾏動に影響を与えるバイアス. 2時点の調査を⽐較する際,⽐較不可能な時点を選んではいけない. • ⾃動⾞の販売台数は,メーカーの決算⽉である3⽉に販売が増加する1 • 64カ国の国勢調査を⾒ると,⾬期を避けて実施され,乾季バイアスが懸念2 • バングラデシュでは,⽶の収穫前に⾷糧不⾜になる傾向がある3
durable consumer goods: trends in the influence of recommendation intention on repurchase intention by time after purchase. Journal of Marketing Analytics, 7(2), 76-83. 再購⼊意向の回答可否 購⼊経過年別の回答可否 わからない 26.5%
1: Fan, W., & Yan, Z. (2010). Factors affecting response rates of the web survey: A systematic review. Computers in human behavior, 26(2), 132-139. 2:Deutskens, E., De Ruyter, K., Wetzels, M., & Oosterveld, P. (2004). Response rate and response quality of internet-based surveys: An experimental study. Marketing Letters, 15(1), 21-36. 3: Galesic, M., & Bosnjak, M. (2009). Effects of questionnaire length on participation and indicators of response quality in a web survey. Public opinion quarterly, 73(2), 349-360. 4: Lenzner, T. (2012). Effects of survey question comprehensibility on response quality. Field Methods, 24(4), 409-428.
1: Sauermann, H., & Roach, M. (2013). Increasing web survey response rates in innovation research: An experimental study of static and dynamic contact design features. Research Policy, 42(1), 273-286. 2: Peytchev, A., Couper, M. P., McCabe, S. E., & Crawford, S. D. (2006). Web survey design: Paging versus scrolling. International Journal of Public Opinion Quarterly, 70(4), 596-607. 3: Healey, B. (2007). Drop downs and scroll mice: The effect of response option format and input mechanism employed on data quality in web surveys. Social Science Computer Review, 25(1), 111-128. 4: Maloshonok, N., & Terentev, E. (2016). The impact of visual design and response formats on data quality in a web survey of MOOC students. Computers in Human Behavior, 62, 506-515.
& Olver, I. (2013). A comparison of data quality and practicality of online versus postal questionnaires in a sample of testicular cancer survivors. Psycho-oncology, 22(1), 233-237. 2: Kato, T., Kishida, N., Umeyama, T., Jin, Y., & Tsuda, K. (2020). A random extraction method with high market representation for online surveys. International Journal of Business Innovation and Research, 22(4), 569-584. 3: Auspurg, K., Schneck, A., & Thiel, F. (2020). Different samples, different results? How sampling techniques affect the results of field experiments on ethnic discrimination. Research in Social Stratification and Mobility, 65, 100444. • 郵送調査と⽐較して,オンライン調査は学歴が⾼い⼈が参加しやすい1 • 調査会社の保有するパネルでは,⾦銭的インセンティブを⽬的にした⼈の偏り2 • 調査時に,⼀部の⼈種・⺠族を排他してしまうサンプリングバイアスが懸念3
G. J. (2017). Why do web surveys take longer on smartphones?. Social Science Computer Review, 35(3), 357-377. 2: Mavletova, A. (2013). Data quality in PC and mobile web surveys. Social Science Computer Review, 31(6), 725-743. 3: Lugtig, P., & Toepoel, V. (2016). The use of PCs, smartphones, and tablets in a probability-based panel survey: Effects on survey measurement error. Social Science Computer Review, 34(1), 78-94.
Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775-790. 2: Schmitt-Beck, R. (2015). Bandwagon effect. The international encyclopedia of political communication, 1-5. 3:峰久和哲. (2010). 新聞の世論調査⼿法の変遷 (< 特集> 世論と世論調査). マス・コミュニケーション研究, 77, 39-58.
アメリカ︓「1. very satisfied, 2. satisfied, 3. unsatisfied, 4. very unsatisfied」 複数国での調査は,単純に⽐較すると回答傾向によるバイアスが懸念 1:Iwata, N., Okuyama, Y., Kawakami, Y., & Saito, K. A. Z. U. O. (1989). Prevalence of depressive symptoms in a Japanese occupational setting: a preliminary study. American Journal of Public Health, 79(11), 1486-1489. 2:Iwata, N., Saito, K., & Roberts, R. E. (1994). Responses to a self-administered depression scale among younger adolescents in Japan. Psychiatry Research, 53(3), 275-287. 3: 吉野諒三,林⽂,⼭岡和枝.(2010).国際⽐較データの解析:意 識調査の実践と活⽤.20-95,朝倉書店.
bias in perceptual decision-making. Cognition, 223, 105049. 2: Mitsuda, T., & Yoshioka, Y. (2018). Final Sampling Bias in Haptic Judgments: How Final Touch Affects Decision-Making. Perception, 47(1), 90-104. 3: Walmsley, S., & Gilbey, A. (2019). Understanding the past: Investigating the role of availability, outcome, and hindsight bias and close calls in visual pilots' weather-related decision making. Applied cognitive psychology, 33(6), 1124-1136. 4: Mamede, S., Goeijenbier, M., Schuit, S. C., de Carvalho Filho, M. A., Staal, J., Zwaan, L., & Schmidt, H. G. (2021). Specific disease knowledge as predictor of susceptibility to availability bias in diagnostic reasoning: a randomized controlled experiment. Journal of general internal medicine, 36(3), 640-646. • 意思決定において,最後にサンプリング調査した結果に影響を受けやすい1 • 2つのアイテムを⽐較して選択する場合,最後に評価したものを選択する傾向2 • 直前に読んだレポートによって,その後の評価に影響が⽣じる3 • 知識の低い医師は,知識の⾼い医師よりも,利⽤可能性バイアスに陥りやすい4 ※印象に残るものや⾝近にあるものを基準に選択する傾向