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Contribution Details

Type Journal Article
Scope Discipline-based scholarship
Title To track or not to track: examining perceptions of online tracking for information behavior research
Organization Unit
Authors
  • Mykola Makhortykh
  • Aleksandra Urman
  • Teresa Gil-Lopez
  • Roberto Ulloa
Item Subtype Original Work
Refereed No
Status Published in final form
Language
  • English
Journal Title Internet Research
Publisher Emerald Publishing
Geographical Reach international
ISSN 1066-2243
Volume 32
Number 7
Page Range 260 - 279
Date 2021
Abstract Text Purpose This study investigates perceptions of the use of online tracking, a passive data collection method relying on the automated recording of participant actions on desktop and mobile devices, for studying information behavior. It scrutinizes folk theories of tracking, the concerns tracking raises among the potential participants and design mechanisms that can be used to alleviate these concerns. Design/methodology/approach This study uses focus groups composed of university students (n = 13) to conduct an in-depth investigation of tracking perceptions in the context of information behavior research. Each focus group addresses three thematic blocks: (1) views on online tracking as a research technique, (2) concerns that influence participants' willingness to be tracked and (3) design mechanisms via which tracking-related concerns can be alleviated. To facilitate the discussion, each focus group combines open questions with card-sorting tasks. The results are analyzed using a combination of deductive content analysis and constant comparison analysis, with the main coding categories corresponding to the thematic blocks listed above. Findings The study finds that perceptions of tracking are influenced by recent data-related scandals (e.g. Cambridge Analytica), which have amplified negative attitudes toward tracking, which is viewed as a surveillance tool used by corporations and governments. This study also confirms the contextual nature of tracking-related concerns, which vary depending on the activities and content that are tracked. In terms of mechanisms used to address these concerns, this study highlights the importance of transparency-based mechanisms, particularly explanations dealing with the aims and methods of data collection, followed by privacy- and control-based mechanisms. Originality/value The study conducts a detailed examination of tracking perceptions and discusses how this research method can be used to increase engagement and empower participants involved in information behavior research.
Free access at DOI
Digital Object Identifier 10.1108/intr-01-2021-0074
Other Identification Number merlin-id:21725
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Keywords Economics and Econometrics, Sociology and Political Science, Communication