Date of Award

8-15-2005

Degree Type

Closed Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing

First Advisor

Naveen Donthu - Chair

Second Advisor

Kenneth Bernhardt

Third Advisor

Sevgin Eroglu

Fourth Advisor

Detmar Straub

Abstract

An experiment is conducted among male adolescents to assess the impact of data collection methodology toward response quality factors, including completeness of answers, response distortion, response time, and item omissions. Data collection methodologies include in-person interviews, self-administered questionnaires, and use of an electronic form. Results suggest that personal interviews are generally the most effective method for collecting quality data from adolescent males. The impact of warning labels toward product evaluations was also tested using psychological reactance (Brehm 1966) to underpin hypotheses. Results indicate that adolescents rate their preference for entertainment products with restrictive labels higher than products with non-restrictive labels. Implications for public policy makers and both academic and managerial researchers are presented.

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