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Response aggregation to obtain truthful answers to sensitive questions : estimating the prevalence of illegal purchases of prescription drugs
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Gregori, Marco, De Jong, Martijn G. and Pieters, Rik (2023) Response aggregation to obtain truthful answers to sensitive questions : estimating the prevalence of illegal purchases of prescription drugs. Journal of Marketing Research . doi:10.1177/00222437231205252 ISSN 0022-2437. (In Press)
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WRAP-response-aggregation-to-obtain-truthful-answers-to-sensitive-questions-2023.pdf - Published Version - Requires a PDF viewer. Available under License Creative Commons: Attribution-Noncommercial 4.0. Download (754Kb) | Preview |
Official URL: http://dx.doi.org/10.1177/00222437231205252
Abstract
This research proposes a simple, new technique to obtain truthful answers to sensitive, categorical questions. The paired response technique (PRT) asks participants to merely report the sum of the answers to two paired questions, one baseline and one sensitive, with the answers to each question known only to the participants. The technique then statistically infers the prevalence of the sensitive characteristic and its potential drivers from the association of the baseline question with other questions in the survey. Monte Carlo simulations demonstrate the performance of the PRT under varying conditions. A representative survey (nā=ā4,649) in the Netherlands about legal and illegal purchases of prescription drugs to enhance sexual performance reveals that 17.4% of the target population has purchased medication to enhance sexual performance at least once. In contrast, in a control group surveyed with direct questioning, only 5.1% admit having done so. The great majority of these individuals opt to purchase illegally. Two further empirical applications, respectively, in the United States and the United Kingdom, show that the PRT reduces cognitive and affective costs of survey participation compared with a state-of-the-art randomized response technique for categorical questions.
Item Type: | Journal Article | ||||||
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Subjects: | H Social Sciences > HF Commerce Q Science > QA Mathematics |
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Marketing research, Consumer behavior -- Research, Bayesian statistical decision theory, Medical care -- Statistics, Mathematical statistics | ||||||
Journal or Publication Title: | Journal of Marketing Research | ||||||
Publisher: | American Marketing Association | ||||||
ISSN: | 0022-2437 | ||||||
Official Date: | 19 September 2023 | ||||||
Dates: |
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DOI: | 10.1177/00222437231205252 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | In Press | ||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||
Date of first compliant deposit: | 15 January 2024 | ||||||
Date of first compliant Open Access: | 15 January 2024 | ||||||
RIOXX Funder/Project Grant: |
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