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Data Donation Study
Study 1
Dr. Anya Skatova
The University of Nottingham
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http://theconversation.com/donate-your-data-how-your-digital-footprint-can-be-used-for-the-public-good-35525
Data Donation – Sharing Personal Data for Public Good. Skatova, A., Ng., E, Goulding, J., Digital Economy 2014: Application of Digital Innovation, 2014, London, UK.
Study focused on an examination of potential drivers for personal data donation, and the issues that might preclude such behaviour.
125 volunteers were recruited via departmental mailing lists and word of mouth to complete an online survey. Participants were incentivized by £20 prize draw, with the survey being distributed via the Qualtrics platform. The mean age of respondents was 29.32 (21-57) years old; 72% - female, 28% - Male. Of these 14% said they were not familiar with the concept of personal data is, with 65% reporting the converse. 34% reported dealing with other people’s personal data at work in some form, and 4% consider themselves experts in the area. Participants were first supplied with a paragraph describing how retail transactional data might be recorded, with the possibility then being raised that such data could be donated to charitable or research organizations (e.g. Cancer Research UK, to facilitate research of illness/disease and thus contribute to the public good). Participants were subsequently asked to rate how likely they would be to consent to such a request using a seven point scale ranging from unlikely to likely, with additional option to comment. Participants were next presented with 37 questions, each containing a statement reflecting a reason to donate/not donate personal data (e.g. I would donate data to charity/health organizations: due to genuine concern about social issues; if research would benefit a family member; based on how it would be used.). Questions were based on previous literature on prosocial behavior (e.g., Evans & Ferguson, 2014), and participants were instructed to rate how strongly they agree or disagree using a five point Likert scale.
Currently the dataset is not publicly available.